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Sports betting company Entain wants its own free-to-air TV channel

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Entain has sought to buy direct access to Australian audiences via its own free-to-air TV channel, which could be exempt from gambling advertising changes.

One of Australia’s largest bookmakers has attempted to buy direct access to free-to-air TV audiences, a move that would allow it to broadcast racing to bigger audiences, promote gambling products, and break Tabcorp-owned Sky Racing’s monopoly on the sport.

. A parliamentary inquiry last year recommended a total ban on internet gambling ads, which net media companies $300.5 million – about $179 million of which goes to the TV networks alone.Digital advertising, including the likes of YouTube, means the real figure is much higher. The Albanese government has not yet responded to the final report, which recommended gambling advertising on “dedicated racing channels and programming” be exempt from any changes.

If it progresses, the model would be based on the Racing.com channel, which was initially a joint venture between Seven Network and Racing Victoria. Racing.com was led by former Billabong director Scott Perrin, who was involved in Entain’s talks with commercial networks last year. In 2020, Seven ended its ownership of the channel but struck a long-term commercial deal.The difficulty with managing a dedicated free-to-air channel is that it needs racing rights to succeed.

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