New racing mobile and broadband enterprise planned

The British and Irish horseracing and betting channel At The Races (ATR) has announced that it plans to launch its own broadband and mobile streaming division in July 2013.

The London-based company 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, but since 2010 has outsourced the ‘technical delivery’ aspects to British digital sports media specialist Perform Group.

The delivery elements of this service are now being brought in-house following over a year of development that required ‘significant resources and investments’, the company claims, revealing that it intends to become 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.

“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,” said Matthew Imi, the CEO of ATR.

“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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