In a week where an announcement is expected from 4Racing, ask the average stakeholder in South African horseracing about the sport’s shop-window, and it’s a myriad of confusion and urban legend.
Tellytrack, or whatever the racing television medium is called these days, really is shadow of its former self and a massive public relations fail.
What we initially thought was a refreshing performance by 4Racing’s television unit at the past weekend’s L’Ormarins Queen’s Plate Festival received mix reaction from our readers.
It ranged from anger with the drone photography, probably thanks to us getting a seagull’s view of the start of the much-debated Cartier Gr2 Sceptre Stakes, to compliments about the production and picture quality – although the SABC feed was broken according to a few callers.
Watch the big race replay:
There were also suggestions that the overall television production was aimed at names dropping the rich and famous, rather than promoting the lifeblood of betting turnover. That’s in the nature of the elegant festival, and we can hopefully look forward to a much different offering come the WSB Cape Town Met on 29 January.
Will racing’s powers-that-be ever win? What’s your view?
Prior to the L’Ormarins Queen’s Plate Festival, we caught up with Lance J.F. Smith CA(SA), Acting Executive : Phumelela International Operations & Tellytrack, who agreed to answer a few questions that we put to him.
SP: What is the difference between Tellytrack pre business rescue and post the business rescue?
LS: Tellytrack has never been in business rescue. One of the partners of Tellytrack, Phumelela, was in business rescue. Phumelela was and is the lead and managing partner of Tellytrack and as result of it going into business rescue, a review of the business was conducted to streamline content to what was essential and to align the costs of the business to this. To the viewing customer of Tellytrack this would have meant no change in the amount of horseracing broadcast but a significant reduction of horseracing magazine / lifestyle content.
Ed – we worded that question badly – we meant Phumelela’s business rescue!
SP: We hear talk of divisions – is it possible we will soon watch a separate product from KZN and the 4Racing venues?
LS: This is possible and I will be able to comment further on this, this week.
SP: 4Racing tell us they have nothing to do with Tellytrack – is this practically possible? How do they as a racing operator abdicate?
LS: I am not able to comment on 4Racing’s behalf but I can answer that it is practically possible for 4Racing to build their own broadcast business separate to Tellytrack as it is for any one of the horseracing companies to do.
SP: We hear talk of a leisure and racing broadcast on DStv 249 (or another channel) – how will it differ from what we know now?
LS: I am responsible for Tellytrack and there will be no change in the broadcast format of 249. I too have heard of new and innovative ways of broadcasting horseracing but questions on how 4Racing see the future of horseracing broadcasting will need to be posed to them.
SP: Who is Tellytrack right now? Who are the shareholders?
LS: Tellytrack has been and is constituted as a partnership of three businesses, namely Phumelela, Gold Circle and Cape Racing.
SP: The division of a relatively small SA community into two separate broadcasters seems ludicrous – is this a result of egos, money, grudges, commercial sense – or something else?
LS: I will be in a better position to comment on this, this week, but I would say that everyone involved would agree with you that a consolidated horseracing broadcast would be preferable.
SP: When Gold Circle issued their recent note to members, the large majority of our readers said they are cancelling their DSTV subscriptions. How is this a positive step, or good in any way?
LS: I cannot comment on whether the cancellation of DSTV subscriptions is a good or bad thing in itself. I think my question would be to them why are they cancelling and whether their decision would impact the sport of horseracing. If I understood that, I would be able to give a comment
SP: How did racing land up in this mess?
LS: The answer to this question is very complex and unfortunately not one that I am qualified to answer. What I can say is that many industries face challenging times as markets change. Some problems are self-inflicted but others are imposed as technology and other competitive factors radically change. I personally do not see the industry as a mess as there are many areas of excellence, and if the industry can come together with a common vision then it is actually in a position from which to consolidate and grow.
SP: The whole Tellytrack issue is frankly a PR fail on the part of racing’s leaders. We are in the media role full time and we know less than nothing. It’s surely an indictment on the poor show that horseracing has dished up to its customers over time.
LS: In hindsight I would agree with you that one would wish that there had been a lot more communication on what was happening at Tellytrack. However, one must always be aware that confidential talks and negotiations were taking place in a very difficult business environment that included COVID and the massive uncertainty of whether the purchase offer of 4Racing would receive Competition Board approval and then the approval of all of the provincial gambling boards. The approval of the Gauteng Gambling Board was only given in mid-November 2021 and the transaction made effective 1 December 2021. So effectively, we are just 40 days into the transaction with a festive season included, and I have no doubt in the coming weeks our and your customers, the media and the horseracing community at large, will be well informed of the future of Tellytrack and 4Racing TV.
SP: It looks like a circus from the outside and there has been no communication to the customer.
LS: As a very new person to this business and your industry I would say that in an incredibly difficult period Tellytrack, and the horseracing community as a whole, have done an amazing job to keep things going.
Tellytrack has played its part by broadcasting for + 20 hours every day of the week during this period. Yes there have been problems along the way, but South African horseracing has been broadcast to the SA customers and to international customers for revenues that have played a large part in keeping the horseracing business alive. Globally the SA industry is still highly regarded and we continue to sign new and renew contracts for our horseracing picture and data.
Ed – 4Racing have indicated that they will announce their broadcast plans shortly once they are in a position to do so to the industry and public.
- Images for illustration only – kind courtesy of Candiese Lenferna Photography
