UK telecoms company BT will boost the growth of its TV service this week by offering its top-spending customers Setanta’s main sports channel for free, according to UK media reports.

According to the Times newspaper, Setanta Sports 1, which costs £10.99 a month, will be incorporated into a new package for BT customers who sign up to its Option 3 broadband service for heavy users. The channel will be available for three months’ free of charge.

BT announced its entry into the UK TV market in December 2006. The company hopes that the Setanta deal, announced ahead of the new football season, will attract more users. It had signed up 214,000 customers by the end of March.