London-listed bookmaker Paddy Power has launched a branded in-shop TV channel in partnership with Sports Information Services (SIS).
Paddy Power TV (PPTV) is available across the bookmaker's retail estate, offering a range of content that can be personalised for each shop.
SIS commercial director Paul Witten described the deployment as a landmark deal for the broadcasting of live content in retail betting, with Paddy Power becoming the first client to go live with the service.
"We continually strive to ensure that our products are relevant to operators' needs, and recent technological advancements by SIS have allowed for a much more streamlined version of our retail TV channel broadcasts," Witten explained. "We are pleased that such a high-profile operator such as Paddy Power has chosen to implement it into their large retail estate."
The operator is the first to use SIS's Complex Automated Production (CAP) technology, streamlining the production process and giving Paddy Power greater autonomy and flexibility over content schedules for different shops.
"Paddy Power always aims to use the latest technology to ensure we're providing our customers with the best product available, and SIS's newly-developed and innovative CAP is one of these tools," Paddy Power director of product and innovation for retail Michael Ahearne explained.
"Our high-street customers now benefit from a tailored, enhanced broadcast through Paddy Power TV, and in the short time it's been available, the feedback has been very positive across the board.
"The flexibility and strong variety of content that SIS can provide is of great benefit to our shops and we expect Paddy Power TV to engage customers for years to come," he added.
In related news, SIS has expanded the range of content it offers to customers through a deal with Kent-based Central Park and Bedfordshire's Henlow greyhound tracks.
SIS now holds the exclusive rights to distribute live pictures and data from races held at each track to licensed betting offices, as well as streaming rights for online betting operators.
This further strengthens the portfolio of content rights deals it has with tracks across the UK. Earlier this year it acquired stadia in Newcastle and Sunderland from William Hill, and already has content deals in place with tracks in Monmore, Crayford, Hove, and Romford.
"SIS is delighted to announce that we have signed the long-term rights to Central Park and Henlow, which will further enhance our greyhound service to bookmakers," Witten said. "This is a demonstration of our ongoing commitment to the UK greyhound industry, and to strengthening our greyhound offer for our customers."