Paddy Power and SIS pen broadcasting deal

y Power has agreed a five-year broadcasting deal with live pictures and data supplier SIS, with a view to offering its retail customers “a more personalised in-shop live sports betting experience”.

SIS will provide retail TV channels with full Paddy Power TV branding across the operator’s retail estate.

The agreement sees Paddy Power become the first operator integrate SIS’s latest production technology, Complex Automated Production (CAP), which aims to provide greater autonomy and flexibility over in-shop broadcasts and gives bookmakers access to a wider variety of content.

Michael Ahearne, Paddy Power’s Director of Product and Innovation, said: “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.

“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.”

Paul Witten, Commercial Director at SIS, said: “This is a landmark deal in retail betting live pictures broadcasting, with our innovative new CAP technology able to offer Paddy Power a flexible and affordable branded TV channel for its customers.

“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.”