HAMPSHIRE-based cable giant Virgin Media has fired a new salvo in its long-running feud with satellite rival Sky by announcing plans to give customers Premier League football for free.

Virgin customers were fuming earlier this year when hit shows like The Simpsons and Lost disappeared from their screens because of the row.

Now Virgin bosses have signed a deal with sports broadcaster Setanta to offer six of its channels to customers who already have its TV and telephone service for free. They claim it's a £110 annual saving on the Sky equivalent.

Customers will get live coverage from more than 250 showcase events a year, among them some of the biggest occasions in the sporting calendar, including 46 live games from the Barclays Premier League and the US PGA Tour golf, as well as rugby and horse racing from around the country.

Obsession From 2008, customers will also get 25 of the 40 televised fixtures from the English FA Cup, a selection of England football internationals and the Community Shield.

Richard Branson, founder of Virgin Group, said: "We believe sport should be for the many, not the few. Football, in particular, is Britain's national obsession and it shouldn't cost an arm and a leg to follow your club throughout the season. With this offer, Virgin Media is making world class sports more accessible for fans."

Malcolm Wall, chief executive of content for Virgin Media, said: "This deal will transform the world of TV sport.

"When we launched Virgin Media last February, we said we were going to shake things up, provide something unique and give our customers in Southampton superior offerings.

"But this is only the beginning. In terms of both sport and other new high value content, there's much more to come from Virgin Media."