Web Pay-Per-View service claims a UK first

Another marketing spin to get eyeballs on the Web is the UK's first 'Internet Pay-Per-View' service, designed specifically for lovers of a good filly.

Announced Tuesday visitors to the Alex Gorrie Nothern Racing site will be able receive and pay for racing information online. Charges -- 50p per minute for results and tips -- will be registered onto quarterly phone bills rather than via credit cards.

The technology behind the system is provided by e-commerce firm eCHARGE. Operators of the racing Web site, Newstel, intend to extend the service for other sport sites in the future.