Communications Minister Stephen Conroy brokered a deal with the television industry to allow betting companies to continue spruiking live odds during sports broadcasts, despite the growing public backlash against the spread of gambling culture.

Despite Mr Conroy repeatedly saying that sports fans are having live odds ''pushed down their throats'', Fairfax Media has learnt the minister personally set out a framework that will enable bookmakers such as Tom Waterhouse to appear in football and other sporting coverage.

Backing the bookies: Communications Minister Stephen Conroy. Credit:Andrew Meares

Proposed amendments to the TV code of practice, being considered by the Australian Communications and Media Authority, were written to the specifications of Mr Conroy, according to Julie Flynn, head of FreeTV, which represents free-to-air networks. ''Mr Conroy set out the principles,'' she said.

The NSW and Victorian governments have derided the code as too weak and Mr Conroy now faces a backbench revolt on the issue.