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Entain Australia plans to develop “fully fledged media business”

Entain has launched several online racing channels in Australia as part of a new media arm, according to a report by the Sydney Morning Herald.

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The bookmaker has debuted four online horse and greyhound racing channels under a plan to become a “fully fledged media business.”

Andy Hoad, General Manager of Content & Entertainment at Entain Australia, will lead the new media division, which alongside more traditional sports coverage, will also produce written content and documentaries. Adam Hamilton, meanwhile, will support Hoad as Head of Talent & Racing.

“The future of the business is really bound to content,” said Hamilton. “It is becoming more than just a wagering business.”

Meanwhile, Entain Australia CEO Dean Shannon said: “Our ambition is to have wall-to-wall Australian and international racing broadcasts for customers and build a lot of bespoke content around that. It’s a unique thing that we were doing in Australia.”

The division is staffed by a team of roughly 30 people, though is currently recruiting commentators and writers for pre-race programmes and social media content, said the Herald.

It will be responsible for three areas: digital media and broadcast, the live channels and long-form video. Two programmes are currently in the works: a documentary recounting the history and growth of Australian basketball, and a series with three-time Melbourne Cup winner Glen Boss.

“We as wagering operators need to keep innovating in this space, and we need to keep the races in front of the customers to make sure it’s relevant. We are competing for that disposable income,” continued Shannon.

This comes after Entain unsuccessfully attempted to acquire Tabcorp’s wagering and media business last year.

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