HRTV, the horse racing television network acquired by Betfair’s TVG subsidiary in February this year, has been rebranded as TVG2, with the move described as the next logical step following the integration of the two businesses.

TVG aims to better leverage its production infrastructure with the rebrand, allowing it to offer consumers and content distributors an improved range of products. The change to TVG2 took place on October 28th.

“We’ve made good progress in integrating the two television productions, and integrating the brands was the logical next step in the process to optimize television coverage for horseracing,” TVG chief executive Kip Levin commented. “Our goals have always been to provide a better fan experience, increase our appeal to distributors, and drive revenue to the industry.

“Importantly, having TVG and TVG2 allows us to better utilize TVG’s state-of-the-art television facilities to deliver a premium product for both networks,” he continued. “We look forward to continuing to work with our important track and distribution partners to deliver more races and higher quality broadcasts to racing fans like never before.”

Since completing the acquisition, the cost of which may rise to $47.8m, TVG claims to have made dramatic improvements to televised horse racing in the US.

The two networks are on track to televise more than 40,000 live races in its first full year of operation, compared to less than 30,000 unique live races prior to the transaction.

TVG has also developed and implemented a system with premium track operators that allows for cooperative post time coordination across the US, as well as real-time track-to-track alerts to flag late post time changes, in order to improve the viewing experience.

As sole operator of the two networks, TVG now simulcasts its programming onto TVG2 when racing was not previously available through the network, giving it 396 hours of additional live racing programming.

This has helped its audience grow to more than 56m homes, while the combined social media reach of the two networks is now over 1m people, helping to drive growth in wagering and viewer engagement.

“Our content and reach means we can help the sport directly grow viewing and legal wagering numbers,” Levin added.

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