The UK's first TV channel entirely devoted to videogaming will launch this November.
The service will be known as Ginx, and will be "fully distributed on cable and satellite TV."
"For us it's about light gamers," said CEO Michiel Bakker at the Edinburgh Interactive Festival this morning (as attended by sister site Eurogamer.net).
Ginx will initially focus on game reviews, but will expand to include documentary and feature content, such as gaming sports stars and the videogame proclivities of soldiers.
Bakker also claimed that Ginx will consider moving to high definition and 3D broadcasting in the future.
"The Ginx channel is going to be an evolution rather than an overnight revolution," Bakker said.
"Is it a good TV show to watch people play games? Does that make for good TV? If it does we'll do it. If it doesn't we won't."
Ginx already produces the UK's most popular videogame show GameFace, which launched in August 2009 on Bravo.