Attheraces Launches Interactive Betting Service

Attheraces, the joint digital TV venture between BSkyB, Channel 4 and Arena Leisure, has today launched its interactive betting facility.

The facility will allow viewers to bet using their remote controls and later in the new year additional interactive betting will be available through bookmakers. It is understood the service was scheduled to launch six-months ago, but encountered a number of teething problems.

Ian Penrose, group managing director of Arena, commented: “I am pleased this important service is now up and running and have every confidence that it will be a strong revenue driver for attheraces. With Monday’s launch of the new lunchtime racing show on Channel 4, our at the races venture has achieved two important milestones this week.”

The new interactive betting service, will run alongside the existing telephone and internet betting facilities.

Attheraces, formerly known as Go Racing (see Go Racing Rebrands), holds the media rights to UK horseracing for the next 10 years. The consortium finalised the £387m deal last June following lengthy negotiations with the British Horseracing Board (see Go Racing Back In The Saddle).

According to Arena Leisure, the digital TV channel, which launched earlier this year, attracted an average peak audience of 50,554 during live afternoon racing between 1 May and 18 May this year. (see Attheraces Gets Off To A Good Start).

BSkyB: 0207 705 3000 www.sky.com Channel Four: 020 7396 4444 www.channel4.com

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