SETANTA Sports has slashed its subscription charges in a desperate bid to attract more viewers before the new football season kicks-off.
Bosses could end up scoring an own-goal after stumping up around £400million for exclusive coverage of 46 English Premier games, as well as shared rights with ITV for England and FA Cup matches.
The Irish broadcaster has cut its £15 monthly subscription to £9.99 and has ditched annual contracts in its battle for more viewers.
It has had to take drastic action after viewing figures revealed it is heading for major losses.
Just 170,000 football fans had signed up for Setanta Sports 1 - the same number of subscribers it had at the end of the football season.
And most were Scots drawn by Setanta's exclusive coverage of the SPL including every Old Firm match.
But the drive for more viewers has angered existing customers, who are still being charged £15 a month.
The Evening Times revealed on Saturday that Virgin Media is to show all Setanta Sports channels.
Customers who subscribe to the XL package won't pay any more while others are being tempted with monthly charges of £8.
