UK and Irish horse racing broadcaster At the Races (ATR) has officially launched its new in-house streaming division under a stand-alone brand, which will offer approximately five million live and archive horserace streams every month via a platform and delivery network purpose built for the betting industry.

Sport Mediastream is fully integrated with 16 partner bookmaker websites in the UK and Ireland, and is available to customers across PC, tablet and mobile devices.

ATR also announced that it will enter the sports rights market for the first time, with Sport Mediastream ready to sign deals with rights holders outside of domestic and international horseracing.

“ATR is committed to growing its business and maximising returns for all its racecourse partners,” said ATR CEO Matthew Imi. “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.”

The launch of the standalone platform follows the company’s rollout of its own in-house odds comparison service last year.

ATR, the UK and Ireland's most watched dedicated horse racing channel, is a joint venture between BSkyB, Arena Racing Company and other racecourses. Outside the UK and Ireland, the company distributes its content into over 30 countries through GBI Racing, its joint venture operation with Racing UK.

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