'For Betfred the sums have never added up' - Done.

Byline: Jim Cremin

FRED DONE, owner of Betfred, rates his prospects of subscribing to TurfTV in time for Cheltenham as 10-1. This seems significant; a year ago he'd have said a million to one.

TurfTV - and particularly Phil Siers - has been, and still is, working hard to court Done. "We'd love to see him decide to take our service and we will continue to talk with Betfred," says Siers.

So why has Done remained resistant? He says: "In a nutshell, I suppose it's because I'm an awkward bastard!"

That, of course, is what makes Done (pictured below) so distinctive.

Plus, being chairman of a private, family company, he has much greater freedom to do exactly as he sees fit.

"Look, I'm not going to say I'll never do a deal, but it's got to be the right deal for us. And TurfTV certainly knows my number."

He accepts he has lost customers and business, but adds: "The effect has become less and less, and I am actually taking more profitable business - losing some of the less attractive race-by-race stuff.

"We are focusing on different markets, and as a company now see e-gaming as the great hope. That's where most of my marketing spend is going.

"It all comes down to making it stack up. I'd have to pay another five grand a shop for a less attractive service than I had a year ago. It makes little sense.

"Races and commentaries clash in shops with TurfTV, and although it's a more tailored service in the big three Ladbrokes, William Hill and Coral, it's really awful if you're a small independent and don't have the broadcasting system that bigger companies such as ours can justify.

"I can't see how they can make any sort of case to justify it - and that should worry everybody.

"I'd like to make it clear I'm not speaking as an SIS shareholder - SIS is trading well and will continue to do so - but for Betfred the sums have never added up and I am relaxed about the status quo."