Setanta has struck a deal with Arsenal FC that will see it exclusively offer the club's new TV channel in the UK and Ireland.
AFC TV will offer at least six hours of original programming content a day, five days a week.
Programming on the channel will include all Arsenal matches in the Premier League and Champions League. It will also offer a daily news round-up, exclusive interviews with players and coaches, live coverage of reserve games, and highlights from ladies and Academy games.
Setanta will take all subscription revenues, while Arsenal will receive a rights payment and retain all "gross receipts" from sponsorship and advertising on AFC TV.