Digital agency Conchango has been hired by Setanta Sports to redesign its broadband TV channel, Setanta by Broadband.
The subscription service is to be re-launched in 2009, reports New Media Age.
Designers are said to be experimenting with Microsoft's new Silverlight technology - video streaming software which is a major competitor of Adobe's Flash Player.
"The project is in its early stages," said director of new media at Setanta Sports, Stephen Michael, speaking to New Media Age.
"We're experimenting with some technology with Microsoft and Conchango to try out different things on the interface."
Figures from Nielsen Media Research show Setanta have spent £492,147 on online marketing over the past month.
The sports broadcaster has placed itself as a major competitor of Sky Sports, acquiring live Premier League games as well as the Indian Premier League cricket tournament.