Racing industry urged to ‘immerse’ viewers in the sport at Asian Racing Conference

Television industry leaders Joerg Heise and Gary Burns, keynote speakers at today’s ‘Cutting Edge Technology in Sports TV’ session at the Asian Racing Conference, entertained and informed a large audience with the latest innovations in sports broadcasting – some of which may potentially be applied to horse racing.

That was a significant focus of the session, along with the conviction that innovation not only lifts the viewer experience to a higher level but is also likely to extend attention span, and increase audience retention and participation.

“The application of cutting edge technology greatly enhances the viewer experience,” said Heise, Managing Director and Chief Operating Officer of the German-based Riedel Communications, adding: “the viewer becomes immersed rather than simply watching.”

This view was endorsed by Oonagh Chan, the Hong Kong Jockey Club’s Head of Broadcasting Services. “We strive to provide a memorable visual and auditory experience to local and overseas customers, to stimulate customer participation,” Chan said.

Chan also emphasised the need to liberate viewers with the power of choice embracing 'second screen' interaction. “We must unleash the power of choice by developing and designing content across multiple media platforms to enhance the customer's experience," Chan said.

Burns, Head of Programmes and Production at Fox Sports in Australia, said that broadcast innovation was the key to delivering an entertaining experience.

He pointed to Fox Sports’ innovations in other sports, including cricketer Shane Warne being ‘mic’d up’ and predicting the dismissal of a batsman as he prepared to bowl, and suggested that a ‘live wire’ to a jockey or trainer could enhance the racing TV experience.