Thomas Cook launches its own TV channel on Sky Digital tomorrow designed to boost sales in the U.K.
Thomas Cook TV will go to 5.5m households and although the launch tomorrow will cost GBP 3 million, annual running costs will be in `single-digit millions`, according to Cooks.
The channel will sell mainly in-house products and Thomas Cook said that they expect the channel to break even within two years. It will broadcast 24 hours a day, seven days a week, but according to the company, it is a low-cost operation. The channel will offer exclusive Thomas Cook deals, and viewers can book either by phone, travel agent or via its website. Cooks expects the 2002 holiday market to be 15% down on this year, so it has cut the number of holidays it will sell next summer.