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Horseracing fans to be brought closer to the action via Racing TV’s new virtual studio

Published

5 years ago

February 26, 2021

Reading Time: 2 minutes

Racing TV is delighted to unveil its new, high-end virtual studio, which is destined to take horseracing TV coverage to the next level.

The leading horseracing channel (Sky 426, Virgin 536, Apple TV), which broadcasts racing from 35 British racecourses and 26 Irish racecourses, is revolutionising how viewers enjoy the sport.

Viewers can see the new studio in action today (February 26), starting with Mark Your Card, and followed by racing from Exeter, Warwick and Dundalk Stadium, plus The Friday Club at 5.30pm. The studio was first used for the British Horseracing Authority’s Godolphin Stud and Stable Staff Awards (link here).

The over-riding objective of the new studio is to take viewers as close to the racecourse action as possible, without physically being there. The new studio will work as a hub by bringing in all of Racing TV’s race-day feeds, with reporters at every course, creating a ‘watch together’ racing community experience.

In short, Racing TV will offer the best viewing experience of the best racing.

Built at the home of the Racing TV channel, at Ealing Studios, West London, the studio has been created in collaboration with Timeline TV, which has been Racecourse Media Group’s (RMG, the parent company of Racing TV) technical managed services provider since 2012, and MOOV, industry leaders in broadcast graphics and virtual studios.

There are four specific zones:

a main presentation desk for a panel of up to three guests per live programme
a stand-up position with augmented reality big screen, to integrate data and analysis into panel discussions
timing information data area for analytical shows such as The Verdict
a panoramic area for festival coverage and the new home for shows such as the flagship Luck on Sunday.

Adam Binns, Director of Broadcast and Production at RMG, said: “The studio will enable Racing TV to deliver immersive and interactive horseracing presentation coverage to our audiences.

“The virtual and augmented reality environment helps us to keep the racing fraternity closely linked on an ongoing basis and will be the perfect platform for video-conferencing and other remote tools, which are so vital now. We are very grateful for all the support and expertise which Timeline TV and MOOV have contributed to the project.”

David Harnett, Head of Operations at Timeline commented: “This has been a hugely collaborative project between RMG, MOOV and Timeline TV. Racing TV required a studio that would be flexible and adaptable to allow them to create different sets for a variety of their horseracing shows.

“We already work alongside MOOV at BT Sport’s Broadcast Centre, so we had no hesitation in collaborating with them and relied on their expertise and knowledge to deliver a truly immersive and innovative virtual reality studio.”

Commenting on the new virtual studio, Nev Appleton, co-founder of MOOV, said: “As we enter our 21st year, we are delighted to have worked with the Timeline team to create and deliver such an exciting and innovative virtual studio for Racing TV, which will further enrich the experience for all racing fans.

“Racecourse Media Group are focused on expanding the multi-platform presence of horse racing to help grow the sport in the UK and Ireland and this is something the MOOV and Timeline team are passionate about supporting.”

The studio uses cutting-edge virtual technology from Unreal Engine and Brainstorm InfinitySet, originating from the gaming industry.

Although relatively small (6m x 6m), the studio appears as an expansive space with four operational areas. Using Mo-Sys StarTracker, this allows for extra flexibility in camera angles, and the types of cameras, even jibs, to be in the studio.

Alona Shevtsova

Sends CEO Alona Shevtsova moderates Global Gaming Expansion panel in Riyadh

Published

2 hours ago

June 25, 2026

Wladimir P.

sends-ceo-alona-shevtsova-moderates-global-gaming-expansion-panel-in-riyadh

Alona Shevtsova, CEO of Sends, will moderate a panel at The Blockchain show on 29^th June, bringing together experts from entertainment, location-based gaming, and content localisation to examine what it takes to build sustainable gaming ecosystems across emerging markets.

The panel, titled “Global Gaming Expansion: Lessons from Untapped Markets,” will structure its discussion across four themes: the growth dynamics reshaping emerging gaming markets; the role of localisation in creating experiences that genuinely connect with new audiences; the infrastructure and communities needed to build gaming ecosystems beyond the game itself; and the lessons and opportunities that will define successful expansion in the years ahead.

Alona Shevtsova plans to frame the discussion around the central challenge for companies looking to expand globally: entering a new market requires far more than bringing an existing product to a new audience. Understanding local cultures, building communities, adapting experiences, and creating ecosystems that allow gaming to grow sustainably are all as important as the product itself.

Alona Shevtsova, CEO of Sends, said:

“The future growth of gaming will come not only from new technologies, but from understanding people — their cultures, communities, and the experiences they want to be part of. Successful expansion will belong to those who can combine global ambition with local understanding.”

The first segment will examine why regions including the Middle East, Africa, and South Asia are becoming increasingly significant for developers, operators, and investors — driven by young audiences, accelerating digital adoption, and new entertainment models creating substantial growth potential. Panellists will explore how consumer preferences differ across markets and what trends among younger audiences are shaping the future of gaming and entertainment.

The third segment will broaden the lens beyond the game itself, exploring the role of location-based entertainment, gaming centres, esports, and experiential destinations in attracting new audiences and building long-term communities. Panellists plan to address how entertainment ecosystems — spanning physical venues, events, and community infrastructure — accelerate gaming adoption in markets where the category is still establishing itself.

Earlier this month, Alona Shevtsova was shortlisted for the 2026 Great British Entrepreneur Awards in the Established Business of the Year category. Her team is also preparing for the Fintech Connect conference in London later this year. Sends will be a leading sponsor of this event.

*Sends is a trade name of SMARTFLOW PAYMENTS LIMITED, registered in England and Wales (Company No.11070048). For more information, visit sends.co .

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