TicketLord has announced its intention to challenge Ticketmaster's supremacy in the Irish gig market.

Set up in 2002 by Dubliner Hugh O'Morain, TicketLord has mainly dealt up till now in non-music events like Funderland, Toys 4 Big Boys and Mondello Park.

"In order to expand the business," O'Morain says, "TicketLord has entered into a strategic alliance with Intercall Management in Cork, Intercall being a 24/7 call centre employing close to eighty people. This has given us the infrastructure and capital to aggressively attack the market."

O'Morain is also hoping to outgun their main rival by investing heavily in new technology.

"Our service is unique in that customers can select their own seat and see the view to the stage when booking tickets on the www.ticketlord.com website," he resumes. "We're also the first in Europe to introduce 'print at home' tickets. This feature allows the customer to receive a digital copy of their ticket via email. Events using this technology are no longer subject to postal delivery delays. As a result tickets can be sold right up until the event actually begins."

O'Morain ends by comparing TicketLord to another of Ireland's perennial underdogs.

"We like to think of ourselves as the Ryanair of the ticket industry. We're currently seeking a level playing field in the industry. The service we're offering is a viable alternative to Ticketmaster and in many cases less than 50% of what is charged by other ticketing agencies."