Manchester United, the club who make their fans fork out thousands of pounds each season by constantly changing their kit, are going one step further by asking their fans to change channels - to Manchester United Television.

The world's first daily football club channel, promising everything one wants to know about United and more, was launched yesterday by the manager Alex Ferguson and leading players. MUTV will, from September 10th, broadcast seven days a week, six hours a day from a studio inside the Old Trafford ground.

The channel, which will be available on digital television, is being launched in conjunction with Sky and Granada Television. It will initially be available only to Sky subscribers.

For £4.99 a month, fans will be able to watch reserve and youth-team games live, receive regular nightly news broadcasts about the first team and watch Ferguson's pre-match press conferences live on Fridays.

The channel also promises to be the first to break any news about the club and to carry interviews with players and management. Paul Ridley, chief executive of MUTV, said: "We will take you inside this football club. There is not a Manchester United fan who does not want to know more about the team."

MUTV is already being seen as the precursor to the club's ambition of setting up their own pay-per-view channel, potentially worth millions of pounds each season. Under the existing deal with Sky, MUTV will not be able to show any of United's Premiership games live but Ridley said that they are already negotiating a deal. It might involve showing games two days after they have been played.

The channel will also show some of United's classic matches from the past, transmit cookery and aerobic programmes and football coaching tips aimed at younger fans.

MUTV, which reportedly cost pounds £8-10 million to set up, will initially be available only in the UK and Ireland but may transmit worldwide, depending on interest from abroad.

Ridley denied that even diehard fans would become bored with a channel devoted entirely to one team. He said: "We will have news about other teams and transfers that interest United fans. "There is enough news at this club alone to ensure that fans remain interested."

Border Television said yesterday that their wholly owned radio station, Century 105, had secured exclusive commercial station commentary rights for all United's games, excluding those played in the Champions League, for the next four years.