'Sport of Kings' must widen appeal to avoid TV backwater: presenter
Frankie Dettori's treble on the first day of Royal Ascot should boost viewing figures but ITV's chief presenter told AFP they must broaden racing's reach if it is not to suffer the same fate as showjumping. ITV laid out a reported £30million ($39.6million) for the four year contract -- loosening rivals Channel 4's three decades long hold over it -- and are presently into their second year with viewing figures better than they were a year ago. Ironically figures were down for last year's Grand National but the disappointment of that wore off for the 268-strong team that worked on it when they won a BAFTA award (the British TV equivalent of an Emmy) earlier this year seeing off fellow nominees that included Six Nations rugby. ITV's racing anchor Ed Chamberlin says some sports wither if they lose their mainstream broadcasting exposure. "Our challenge is to broaden horizons, the audience has to be widened," said 44-year-old Chamberlin. "We can't afford for it to go off terrestrial tv. "Showjumping is a great example I grew up watching Hickstead Derby. "Where is it now? On satellite TV and effectively disappeared and that could happen to racing. "We have to keep the afficionados but also attract youngsters and newbies with different hooks, the programme must always have pace and be innovative." - 'She was a godsend' - Chamberlin, who has swapped a studio in the stands of a football stadium for a podium right in the middle of the parade ring and the pundits have changed from Gary Neville and Jamie Carragher to among others legendary jockey AP McCoy, says their desire is for the viewer to aspire to getting personally involved. "I particularly wanted shots of the stable staff so people can see the tears of joy and for them to connect with that," said Chamberlin. "Also aspirations. Like for Royal Ascot people have an aspiration to dress up in style we want to inspire people to own a racehorse, for people at home to say 'ooh I could do that'. "The win of Heartache for the Hot To Trot Syndicate last year in the Queen Mary at Royal Ascot gives them that hope." Chamberlin, who has used his experience at Sky to bring in ideas such as overhead wirecams, one of the two used at Royal Ascot runs the length of the finishing straight, says a sport such as racing does need its superstars -- equine as well as human -- for people to relate more to it. "Last year we had Enable and she was a godsend in our first year, a superstar filly who transcended the sport," he said of the horse Dettori rode for trainer John Gosden sweeping a slew of top races including the Prix de l'Arc de Triomphe. However, he believes racing does have an advantage over football. "I worked in football but there is a disconnection between the viewer/fan and players and the owners are off the charts and in another world," said Chamberlin. "My nine-year-old son supports Southampton and which player has he connected with? None. "Whereas racing Frankie (Dettori) and other jockeys will willingly sign autographs for him." He admits that for the viewer the technical terms in racing can be a barrier but adds they are also part of its mystique. "You have to keep balance the best way is little jargon busters," he said. "We want to get people to feel like when they are watching football in a pub they feel rather pleased if they have that extra bit of knowledge." There is one sight, though, the viewers will not see but Chamberlin who was diagnosed with stomach cancer in 2009 takes a little time before every race meeting to himself. "I will have 20 seconds at the beginning of a day's broadcasting of thinking when I was lying in hospital bed and then realise I am broadcasting to hundreds of millions round the globe and it is surreal."
