The world of sports popularity has never been stronger, and when it comes to horse racing, the television market is still one of the most important venues for earning revenue. However, the media itself has changed and continues to evolve and as a result, it requires a different attention to licensing agreements and a focus on the various means by which the viewing audience watches these horse racing events.In order to boost horse racing’s currency in a television market, it is imperative to understand how viewers have shifted their own focus and how they will change into the future. The Internet along with technological advances in devices, such as faster Ethernet connectivity, smart phones, PDAs, tablets, and Internet capable (or ready) TVs have given consumers much more flexibility in deciding how they watch the programs that matter most to them.
Scour the Internet and look at the various sporting events that market online and broadcast across the Internet and it is easy to understand why those sports’ popularity continues to rise year in and year out. The younger generation of potential viewers are turning to the Internet as their main mode of communication, whether it’s through social networking, watching their favourite shows, getting news and weather, and so much more. They are also becoming more exposed to marketing through this media format.
Horse racing is a particular event that appeals to a certain clientele, yet as the television markets ignore the younger potential viewing audience, it has a negative impact on the future growth and potential of the sport overall.
For those that have a vested interest in boosting the television market for horse racing, it’s important to focus on the licensing and broadcasting capabilities of the new medium, which is the Internet. Ultimately, managing to develop the appropriate licensing arrangements where they pertain to the Internet and other mobile devices, is the key to economic viability and success into the future.
The television market will continue to thrive for years to come, but it’s in the marketing and allowing the potential viewing public have more options by which to view their favourite sporting events, such as horse racing. The more platforms by which one can offer their events to the consumer audience, the stronger the sporting event will become and the more revenue the television markets will earn through increase advertising and viewer audience.
Henry Birtles
Henry Birtles has worked in Television Rights Distribution since 1996. Having opened his industry account with NVC Arts (a Warner Music Group company), he moved into sports with leading UK Independent Production Company Sunset + Vine in January 2000, before setting up his own media consultancy HBA in November 2006.
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