Horse racing channel At The Races gets a new studio and new look this week. ATR and its production partner SIS have designed and developed state-of-the-art HD-ready studios within SIS’ facility at Milton Keynes.
All of ATR’s production, programming and channel output will be operated from the purpose- built facilities from this week.
Accompanying the studio will be a fresh look and feel for the channel as well as a new programming format and structure for all ATR’s live and non-live output. There will be a regular racing news update on the top of each hour throughout the morning, while live racing presentations will be anchored by the new studio with presenters and cameras on course.
Matthew Imi, Chief Executive, At The Races, said: “This excellent new facility will enable ATR to do two things in particular. Firstly, improve our schedule to give viewers and punters more news on a regular, ‘appointment to view’ basis so they are never out of touch with what’s going on in the sport. Second, continue to innovate in the way racing is presented on a day to day basis.
“The two million individual viewers who tune into ATR every month will see a fresh ‘look and feel’, a cutting edge new set and a new presentation approach which will enhance the viewing experience.”
SIS LIVE, part of SIS Ltd, handled the build and systems integration of the new production facilities, using predominantly new 3G capable equipment as well as integrating some existing legacy equipment from the previous premises in London. A number of technical improvements were made to enhance the audio-visual and presentation capabilities.
Jason Barker, Production Director, SIS, said: “We’ve worked closely with ATR to get the studios up and running and we’re looking forward to helping produce some innovative programming and build on the success we’ve both had in developing the channel in recent years.”
The launch caps a notable week for At The Races, which was named Best Specialist Channel in the Broadcast Digital Awards at London’s Royal Lancaster Hotel attended by around 500 of television’s most influential individuals.
At The Races, which beat off competition from channels including Eden, Food Network UK, Horror Channel, Horse & Country TV and Syfy, has now won four times at the prestigious ceremony for UK digital television channels.