UK TV channel rebrands to focus on esports, will broadcast ELEAGUE and The International

The UK’s only 24-hour video game TV channel, is rebranding as an esports channel with plans to broadcast the biggest events from around the world.

Ginx TV, an independently owned channel that has clearance in 34 countries, has raised investment from two of the U.K.’s biggest broadcasts—Sky and ITV—for the new channel.

The channel will launch next Thursday, with plans to broadcast Turner’s ELEAGUE, the Esports Championship Series finals and Dota 2’s biggest event, The International. Ginx also plan to announce content from other partners, including Riot and Activision.

The channel will be available on the two biggest satellite networks in the U.K., Sky and Virgin Media, reaching 14 million households—52 percent of total households in the U.K. Internationally, the channel will be available in 37 million homes.

Ginx launched in 2008 and has broadcasted in the UK since 2013. Its esports content will broadcast out of its new London-based studio.

ITV’s involvement in the project isn’t clear. If esports content were to be broadcast on ITV, it would be available for free in every home across the U.K.