Attheraces Launches Telephone Betting

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Attheraces, a British horse racing broadcast and wagering company, has launched a telephone betting service. The latest venture is the company's third major initiative since December of last year.

While Attheraces only carries and accepts wagers on races around the United Kingdom, the company intends to begin broadcasting international races later this year.

Attheraces is a joint venture between British Sky Broadcasting Group, Arena Leisure, and the Channel 4 network, which regularly telecasts live races. The company launched its Web site in December and soon followed with a digital television channel called Sky 418. Later this summer, Attheraces intends to introduce an interactive television platform.

Attheraces chief executive officer Chris Stoddard said the goal is to provide customers complete racing information, live pictures, live audio, and access to a variety of betting platforms all with one account number.

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