STV has become one of the first public service broadcasters to take advantage of a recent Ofcom ruling allowing it to broadcast interactive gambling shows.
In May, Ofcom, the media regulator, issued new guidance classifying shows that invite viewers to bet on casino games as teleshopping.
The guidance freed public service broadcasters to run gambling shows for limited periods from the start of June.
Yesterday, Glasgow-based STV announced a deal with Aim-listed gambling company NetPlay TV, which will see gambling shows broadcast on the channel from this August.
STV plans to run the shows for several hours in early morning on Friday, Saturday and Sunday, and will run a promotional campaign to support the service.
Financial details of the agreement have not been revealed, but a spokeswoman for STV said it represented "an exciting new revenue stream".
David Archer, managing director of STV Ventures, said the Ofcom ruling had allowed the broadcaster to explore new revenue-generating options, which led to the agreement with NetPlay. "We have moved quickly to take advantage of this opportunity to offer an exciting new service to STV viewers."
Lancaster-based NetPlay, set up by former Thus Group business development director Martin Higginson, claims to be the largest interactive gaming group in the world. The company handled gross bets worth £243 million in 2008, with betting topping £1m in a single day for the first time in February.
It already runs gaming shows, such as SuperCasino on digital channels broadcast on Sky and Virgin TV, but the deal with STV is its first with a terrestrial television broadcaster.
Guy Templer, NetPlay's business development director, said that the announcement was a "major milestone for UK broadcasting".
He said: "NetPlay is the market leader in the delivery of licensed interactive gaming, and we are pleased to have signed this major deal with Scotland's largest commercial terrestrial broadcaster."
Shares in STV were unchanged on 63p.
