In the UK, terrestrial broadcaster Channel 4 has announced plans to launch one-minute live advertisements to update viewers on the most recent odds before the start of major horse races.

The broadcaster airs its Channel 4 Racing programmme most Saturdays and is reportedly in talks with numerous gambling firms and online betting agencies about who will provide the live odds before each race.

'The interest level has been high as this is a sector where clients are looking for big points of differentiation and to promote their service as the best provider of live odds,” Mike Parker, Head of Strategic Sales for Channel 4, told publication Media Week.

'This opportunity would give them just that.'

This would mark a first for Channel 4 with a planned debut early next year and the the broadcaster is looking for one partner for a six to twelve-month period with the time coming out of existing ad breaks.


Source: iGamingBusiness.com