MALVERN'S Three Counties Showground made history when it hosted what is believed to be the world's first video auction of pedigree cattle.

It was the idea of Moreton-in-Marsh farmer Douglas Scott in response to foot and mouth regulations on livestock movements, which have prevented traditional auctions from taking place.

He enlisted the help of agricultural photographer Tim Bryce to video more than a hundred pedigree heifers.

Mr Bryce travelled from Cornwall to Norfolk capturing the cattle on film. He then spent a four days editing the final video, which was shown to buyers at the showground's Teme Hall on Tuesday

Mr Scott said the auction well received, even if sales were slightly flat.

"The method worked well and people were pleased," he said. "But trade was disappointing - the confidence is just not there at the moment because of the changing regulations.

"People who were there to buy went away with some bargains, although we sold only a small proportion."

Mr Scott said preparing a video of sufficient quality to show people what they needed to see was the hardest part.

He said: "I had to hire a professional, which was quite expensive, but he did a good job, getting a good and fair representation of the cattle."

For Mr Bryce, from Oxfordshire, the project was a welcome one after seeing his own business decimated by the effects of foot and mouth.

He said: "I've been an agricultural photographer for the last 20 years but this is a totally new venture."

The Three Counties Agricultural Society said the idea of a video auction was very enterprising. Spokesman Sharon Gilbert said: "We were delighted to play host to it."

Tetbury auctioneers Norton and Brooksbank were in charge of the sale.