UK pay-television broadcaster At The Races has launched in-house streaming division Sport Mediastream and is seeking to utilise the service to target the broader sports-rights market away from domestic and international horse racing.
Sport Mediastream is already serving around five million live and archive horse race streams every month via a platform and delivery network purpose built for the betting industry.
However, At The Races has said that it would consider non-horse racing rights for the service.
Matthew Imi, chief executive of At The Races, said: “ATR is committed to growing its business and maximising returns for all its racecourse partners. That's why continued investment in new services and, particularly, in opportunities to work more directly with our multiple bookmaker partners is very important to us.
“We are very excited by the official launch of Sport Mediastream, the success of the platform to date and the prospect of working with other sports rights owners looking to maximise the potential of their assets in this fast developing area of business.”