Horse racing in India is poised to take a giant leap, from its traditional look and approach to a racy and young avatar with R1, a property owned jointly by Bennett, Coleman & Company Ltd (BCCL) and Procam International.
R1 will also look to change the general perception of the sport, in the process attracting millions of fans who never had the opportunity of experiencing its magic.
As opposed to only carrying coverage on race days, R1, through its various mediums will focus on the various nuances of the sport, besides touching upon its history and culture, allowing newer audiences the opportunity to understand the legacy and tradition that surrounds the sport.
This was announced by Ravi Dhariwal, CEO, BCCL, in the presence of Anil Singh, Managing Director Procam International; Vivek Jain, Chairman, RWITC; and Atul Pande of Ten Sports.
The property, in its inaugural year, will cover 13 races, including the Classics and other key races in the cities of Mumbai and Pune, with Kolkata and Hyderabad on the anvil. R1 will also cover the Classics in Bangalore, in partnership with the Bangalore Turf Club.
Besides driving extensive coverage in print, radio and television, R1 will be beamed live on Ten Sports. While Ten Sports will showcase live pulsating action for two hours on each of the 13 race days, there will be promotions across a wide array of other channels, including Ten Action+, Zee Café, Zee Studio, Zee News, Times Now, ET Now, Zoom and various other regional news channels.