Setanta Sports on Freeview has gone up by a pound to £10.99 per month. In the coming season, the channel has 46 Premier League matches, England World Cup Qualifiers and Friendlies, the Community Shield and the FA Cup - more football than they’ve ever had before.

This price rise comes as Ofcom’s new counting method estimates that over two-thirds of UK TVs are now linked to digital services and the pay-TV set-top box market is predicted to grow 40% by 2012.

Meanwhile, Setanta are offering broadband subscriptions to customers of Apple and Microsoft for £7.99 per month.