At The Races to Produce First Ever 3D Horseracing Feature for the QIPCO British Champions Day

At The Races, the dedicated racing channel available in 13 million Sky and Virgin homes, will produce and edit a groundbreaking 3D feature programme to mark the inaugural QIPCO British Champions Day at Ascot this Saturday. It will be the first time British horseracing has been filmed in 3D. The feature is a co-production between ATR, QIPCO and the British Champions Series.

The 24 minute film will be used as a centrepiece at a press and industry event to launch the 2012 QIPCO British Champions Series next year and ATR is also in talks with 3D distributors, service providers and hardware manufacturers worldwide about rights to use the feature.

ATR will use 3D specialist production partner, CAN Communicate, to shoot at Ascot on six 3D cameras. Each 3D camera will actually be made up of two cameras set up to capture action from different angles. Two sets of footage will then be displayed to the viewer simultaneously allowing the brain to determine depth and perspective. Bespoke rigs on the ATR production will allow for smooth zooming, something difficult to achieve in 3D broadcast. State of the art post production systems will generate maximum impact and feature-film quality.

ATR, QIPCO and the British Champions Series are also delighted to announce that legendary racing broadcaster, Sir Peter O’Sullevan, will record the voiceover for the film.

Matthew Imi, Chief Executive of At The Races said, "We believe that racing is ideally suited to 3D broadcast. We want to use the latest technology to capture the colour, impact and excitement of this exceptional day and really create something that can help promote QIPCO British Champions Day, Ascot Racecourse and British racing more generally around the world. We are extremely grateful to Sheikh Fahad for QIPCO’s support of the project and also to the British Champions Series for its involvement. It is also, of course, a real honour to be working with Sir Peter O’Sullevan.”

Sheikh Fahad Al Thani said, “We are proud to extend our association with British racing through this film which should encapsulate the most thrilling raceday ever staged in the UK as well as the richest. We want to be associated with excellence and innovation and British Champions Day is shaping up well to deliver that.”

Rod Street, Chief Executive of the British Champions Series, said, "We are delighted ATR has taken this initiative and equally happy to support it. It's a great way to help celebrate what's already been a hugely successful first QIPCO British Champions Series and will launch us into next year with a showcase of what we're sure will be a real spectacle on QIPCO British Champions Day itself."

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For more information please contact:

Matthew Imi

Chief Executive, At The Races

Tel: 0207 420 3203

James Singer

Marketing Director, At The Races

Tel: 0207 420 3218