It is understood that the first company to launch the live streaming service of the Cheltenham Festival that is due for this week is Ladbrokes, which will also be the first book marker to stream live horse racing from all the tracks of RUK, including Cheltenham.

It is believed that now the iPhone customers of Ladbrokes can select the streaming of the horse race live for price as low as GBP 1 and enjoy the action right from the luxury of the armchair or office. With only certain races availed to terrestrial viewers, the customers of Ladbrokes will be able to watch all of the Cheltenham Festival's action.

The service of Ladbrokes, according to its reckoning, would see factories and offices grind to a halt during this week as the country will be gripped by the festival fever.

Ladbrokes' David Williams said that the gloomy IT firewalls of the offices have a frustrating habit of blocking all the fun of the festival and that they were unashamedly delighted for providing the punters with a service, which bypasses the odds that tend to kill the joys.

Williams added that it was a revolutionary offering, which would allow all those customers that were not lucky enough to watch the race directly.