Innovation The Key To Enhancing Racing Fans Experience
West Australian Racing
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At the Asian Racing Conference in Hong Kong, television
industry leaders Joerg Heise and Gary Burns, keynote speakers at the
'Cutting Edge Technology in Sports TV' session, discussed the latest
innovations in sports broadcasting and how it may potentially be applied
to racing, reports 1.skysports.com. Another theme to emerge
from the session was that innovation not only lifts the viewer
experience to a higher plane but is also likely to extend attention
span, thus increasing 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
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 highlighted 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. Burns also suggested that the broad 360 degree camera shot,
popular in football and rugby coverage, could be applied to paddock
coverage at the races. "In play innovations are an important part of
improving coverage, but are not possible without the support and
co-operation of the clubs and governing bodies," Burns said. Hiese
stressed the need to innovate in all sports coverage, including horse
racing, and pointed to potential economic benefits. "Advances in
television technology can create brand new perspectives and the
commercial logic of live coverage is that attraction and emotion can
generate transaction," he said.