The new site will be known as , and will initially focus on the remainder of Channel 4's present series of 'Big Brother'. However, it will expand to cover favourites such as 'X-Factor', 'I'm A Celebrity… Get Me Out Of here', 'Strictly Come Dancing', and any new shows that feature Andrew Lloyd-Webber.
Mainstream betting sites have been running books on the outcome of shows such as 'Big Brother' for several years, although it is usually consigned to the "specials" area, and is a distinct sideline to the mainstream horse, dog and football betting.
However, a significant amount is spent by punters, with Chickendinner saying that £6m had been wagered on 'Big Brother' series eight already, despite the fact that ratings for the show have not been that high.
The editors of Popbet will plug into rumours on the Popbitch messageboards to assess the form of contestants and set their odds, as well as using analyses of previous contestants and voting patterns. The site is being run with sponsorship from , and is being promoted on and via the mailout, which is sent to 360,000 readers.
Andy Clerkson, managing director of Chickendinners, said: "Everyone has an opinion on who should win or be voted off these shows, but when it comes to betting on the outcome it's not what you want to happen but what will happen that matters.
"To help good people win money, we are applying the science of 'punterology' to the world of reality television -- our unique analysis of betting patterns that enables punters to bet with the head, not just the heart."
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