At The Races to Expand Offering with New Broadband and Mobile Streaming Division


An announcement came this week from the British and Irish horseracing and betting channel At The Races (ATR), that it will go live with its own broadband and mobile streaming division in July 2013.

And while it has always managed licensing for the delivery to international and domestic bookmakers and other partners of its live Bet&Watch service and archived racing content across broadband and mobile platforms, back in 2010 the company has outsourced the 'technical delivery' aspects to British digital sports media specialist Perform Group.

However, things are about to change now, as the delivery elements of this service are now being brought in-house. The development of such a service required over a year of work and 'significant resources and investments', but it will allow the company to push it forward as the only dedicated racing service to have its own proprietary streaming distribution business at a time when streams are at a record level and growing.

According to Matthew Imi, the CEO of ATR, 'Perform Group has been a valued partner for the past three years and over that time, with its expertise and support, we've developed our streaming business to the very significant level it is at today.

'We're currently delivering over four million streams every month across live subscription, archive and Bet&Watch services with partner bookmakers. Strategically, however, it now makes sense to bring delivery of these services in-house and to take more direct control not just over the way our racecourse partners' content is distributed but also our ability to develop, extend and improve our service to customers in a fast changing and very important area of business.

'Replicating what Perform Group has been doing for us is only the start of what we hope will be an exciting and growing business for our racecourse partners.'

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