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Sky chief Tony Ball has confirmed that the broadcaster is considering launching a new mass market general entertainment channel on digital terrestrial service Freeview. He said the new channel would replace Sky Travel and would be started within the next three to four years, once Freeview reaches a bigger audience. The announcement has sparked discussion about whether Sky is planning to turn Sky One into a free-to-air service to compete head-on against other terrestrial channels such as ITV and Channel Four.