Britain’s first 24/7 country channel, Horse & Country TV, has confirmed that it will launch at 12 noon on Monday July 2, on the second day of the Royal Show.

Two years in the making, the new channel will be featured within the lifestyle and culture genre offered on the Sky Guide. Based at Stoneleigh Park, home of British agriculture, the programming schedule has been designed to appeal to all farming, equestrian and countryside enthusiasts.

One of the first events to be covered will be the Royal Show itself, with features planned on all aspects of the show, from the equestrian and main ring events, to livestock judging, displays and demonstrations. Later in the month the focus will switch to the CLA Game Fair at Harewood House near Leeds, which runs from July 27-29, with live coverage of the event billed as the world’s greatest countryside event.

With the aim of providing viewers with more farming output, Horse & Country TV is exclusively bringing the new series of the well received Farming Sunday programme to the channel, and commissioning its producers to bring other technical content to the screen.

Horse & Country TV’s website, www.horseandcountry.tv, and its Horse & Country Club will also offer viewers access to special events, VIP tickets to major shows, discounts on a huge online shopping portal, competitions and special product offers.

“We believe this channel has a unique opportunity to bring the values of the farming industry into the living room of countryside enthusiasts around Britain,” says Horse & Country TV founder and managing director, Nick Ludlow. “We’ve enjoyed tremendous support from the agricultural community, and look forward to reaching into the rural communities in a new and unique way.”

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