This is London calling...

net1

The UK capital is today scheduled to get its own digital satellite TV channel. Funded by the city's official tourist body to the tune of £2m a year, Visit London is being promoted as the first of its kind in the world.

Its programmes aim to promote the city to short-break travellers as well as to Londoners themselves. David Campbell, chief executive of Visit London, said it would be an entertainment rather than a public information channel.

"We know that we will have to draw the audience in by creating something that's watchable. When people first hear about the channel they assume its going to just broadcast speeches by [mayor] Ken Livingstone all day but that's the last thing we would do," said Campbell.

He added that a typical show would aim to reveal lesser-known parts of the capital, unveiling some of its secrets.

"We want to surprise even Londoners with stuff they don't know. We've done a show which goes behind the scenes at the Savoy to see how they really work in the kitchens," said Campbell.

The channel is reported to have sold some air-time to large advertisers such as HSBC and British Airways. But the channel will now have to prove itself to potential niche advertisers wanting to promote services and products in London.