igamingnext photo
Entain has reportedly explored a strategy to gain direct access to free-to-air television audiences in Australia. 

According to the Australian Financial Review, Entain initiated discussions with major commercial networks such as Seven, Nine, and Ten several months ago.

The purpose was to investigate the possibility of purchasing spectrum to establish a new platform for broadcasting greyhound, harness, and thoroughbred racing.

This move by Entain is seen as an attempt to circumvent the proposed ban on gambling advertising

In addition, the newspaper reported that this initiative would not only disrupt Sky Racing’s dominance, but also provide Entain with a platform to reach a wider audience and promote its gambling products. 

Industry insiders disclosed that Entain proposed an offer of $8m to the networks for renting a dedicated channel, with Ten reportedly showing the most interest in the proposition.

Although no agreement has been reached, sources suggest that Entain remains enthusiastic about the prospect. 

The envisioned racing channel would likely be integrated into the programming line-up alongside channels like 9GO, 7mate, or 10 Peach, drawing inspiration from the model established by Racing.com.

Racing.com, originally a collaboration between the Seven Network and Racing Victoria in 2015, served as a precedent. 

The issue of gambling advertising has sparked considerable debate in Australia, especially with industry giant Tabcorp choosing to voluntarily cease promotions on free-to-air television between 6:30am and 8:30pm. 

Presently, Australian broadcasters face restrictions on airing gambling ads during live sports events aired between 5am and 8:30pm. 

In June 2023, the country’s lower house published a report suggesting a phased implementation of a complete ban on all forms of gambling advertising over a three-year period.

Similar posts