You know Sky is taking this cycling business seriously when it starts sending its presenters out on bikes.
British Cycling?s multi-million pound backer and sponsor of the forthcoming British road team sent Sky News man Dermot Murnaghan out on a three-day cycle tour of South West England this week to gauge how the economic downturn is affecting local communities.
Murnaghan?s ?Economic Cycle? ends in Bristol on Wednesday, March 18, the same day the latest unemployment figures are released by the government.
The former BBC presenter has, thankfully, not been sporting a Sky+HD skinsuit on his journey through Cornwall, Devon and Somerset. You can chart Murnaghan?s progress at www.skynews.com.