Matthew Imi, Chief Executive of Sky Racing

Imi ‘pleased’ as Sky Racing approaches broadcasting anniversary

In an interview with SBC’s Insider Sport, At The Races Chief Executive Matthew Imi has stated he is ‘very pleased’ with Sky Racing’s level of coverage as it approaches the completion of its first full broadcasting year

Having launched on 1 January of this year, Sky Racing took Sky’s dedicated sports channel tally up to 11 and has since been broadcasting race fixtures from both the UK and around the world took.

In the months since, At The Races has evolved racing coverage and increased engagement in the sport. This has been done as a result of introductions such as additional on course camera’s, presenter attendances at every Sky covered UK fixture and the expansion of its broadcasting team to name a few.

Discussing the broadcaster’s first year, Imi stated: “We are very pleased with the level of coverage we’ve managed to achieve with Sky Sports Racing and we will continually look to improve. It’s all about bringing our viewers closer to the action, providing them with genuine insight and delivering coverage that is entertaining as well as informative. 

“Early feedback from viewers has been very positive citing the improved insight and access to the on-track action, particularly with regards to allowing more time for our presenters to deliver analysis and reporting.”

As well as discussing Sky Sports Racing’s digital and TV reach, Imi touched on having to find the balance between ‘welcoming and holding onto newcomers’ whilst also producing the coverage that long term racing viewers expect. 

The chief executive stated that Sky Sports’ digital platforms outreach of 30m users per month grants racing a ‘real opportunity’ to expand its audience, before providing insight into Sky’s plans for its 2020 racing coverage.

He concluded: “We’re going to try and develop our sectional timing data product further and are also looking at creating some pre- and post- race analysis tools. We’ll continue to improve our race coverage through positive incremental changes across the next twelve months and are always looking at applying whatever innovations in technology we can.”

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