Channel 4 gets World Rally deal

The station will broadcast all 14 rounds of the series and is promising programmes on the Friday, Saturday and Sunday of each event. Live action from the final stage on the Sunday afternoon is also part of the new package organised by David Richards, who purchased ISC from Bernie Ecclestone last spring.

In total, each rally will receive up to three and a half hours' coverage. Dave Kerr, C4's Editor of Sport, commented: "Just as we have with cricket, our aim as a broadcaster will be to give the viewers a greater understanding and appreciation of rallying, the techniques, tactics and sheer nerve required to become the best driver in the world. With two British drivers - Colin McRae and Richard Burns - likely to be challenging for the crown, I think there'll be immense interest throughout the campaign."

Richards said: "Channel 4 has an outstanding track record of producing innovative and compelling programming and I am delighted that they are our first strategic broadcast partner. Their plans include wide-ranging joint marketing initiatives and I am certain that as we develop the programme offering, they will become a benchmark by which other broadcasters are judged."

C4's deal is a major coup for the station, which has fought a six-month battle with BBC Sport for the rights. No figures have yet been released, but conservative estimates suggest that C4 is investing in excess of £15 million over the next three seasons.

A presenter line-up has yet to be confirmed, but C4 is unlikely to retain any of the current BBC Sport faces - Driven's Penny Mallory and ITV GP pundit Tony Jardine have already been mentioned as potential candidates for the new line-up.