The channel will aim to start broadcasting on Sky this autumn. Cassani, who is non-executive director, and Price, who is managing director of the company, say the channel will appeal to anyone with an interest in rural affairs, particularly dressage and equestrianism.
It will be Cassani's first business venture since she stepped down as head of London's Olympic bid team in May 2004. Price, who is founder of financial advice firm Fiona Price & Partners, severed her ties with the company after it was sold to Destini Group in 2004.
Cassani, who is a skilled horsewoman, said: "The first round of funding for the new channel is now in place and the response from potential advertisers and sponsors has exceeded initial expectations.
"We have got seed funding of 拢400,000 and want to raise 拢3m in all. We are mulling over the possibility of an Ofex float."
Cassani will be responsible for generating broadcasting and sponsorship deals for the channel. She describes Horse & Country TV as a channel that is in a growing sector, and one that combines her business and personal interests.
Horse & Country TV will be aimed at people who live in rural areas, with the producers hoping it will serve as a platform for debate over rural issues. The channel is looking to secure sports sponsorship deals in an attempt to find the capital needed to secure the channel's long-term future.
It is expected to be available on Sky this autumn at no extra cost to subscribers of basic Sky packages.
Its launch comes hot on the heels of that of The Country Channel, a web-based TV channel for country people, which previewed earlier this month. The channel, which is available via broadband, will focus on countryside interests and pursuits including horse-riding, field sports, rambling and wildlife.
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