London
1st May, 2002
 

    attheraces, the horseracing media rights company, today launched its digital television channel, broadcasting racing from the premier 49 British racecourses. 

    attheraces digital TV is available to Sky subscribers. There is no additional subscription fee for attheraces and it is located on channel 418. It will broadcast 14 hours per day (from 7.00 am to 9.00 pm), seven days per week to a subscriber base of 6 million homes, reaching some 15 million viewers. We expect the channel to be available on cable (with an additional potential audience of 2.2 million homes) later this year.  

    attheraces ' principal objectives are to increase live coverage for British racing, and to raise its profile and popularity across the widest audiences, thereby maximizing revenue for the sport and all its constituent parties.  Brad Higgins, Director of Programming, explains:“ The attheraces digital channel aims to bring fresh impetus into the sport, breaking down traditional barriers and demystifying betting. Our schedule will provide live racing coverage from all 49 racecourses, reviews, previews, features and news from Britain and overseas.”

    He added: “Our objective is to meet the demands of existing racing enthusiasts as well as engaging the non-traditional racing audience through innovative, informative and compelling features fronted by our team of 10 presenters who combine youth and experience, and new and established faces.” 

   attheraces' interactive betting application will be available in a month’s time.  
 
 

For further information contact:
Simon Cooper:
020 7291 1692 or 
07973 150034

Hannah Walker:
attheraces
020 7291 1690 or 
07971 598287