What does racing have to do to get on mainstream TV media NZ?
On Saturday, kiwi bred and trained Jon Snow brilliantly won the A$2 million Australian Derby, yet the outstanding result wasn’t presented on any TV mainstream media.
So, the perennial question is asked - why not?
If, it was Lydia Ko or any other kiwi sportsperson had won a $2 million event, it would have led the TV sports news or sports show.
Racing in New Zealand is suffering with the lack of exposure in mainstream media. Decreasing numbers with horses, crowds and participants is alarming within the industry.
While the New Zealand Racing Board solely concentrate on increasing stakes, there are other problems in the industry that need to be addressed quickly.
The New Zealand Racing Board have a responsibility to support and grow the sport, not only in increasing wagering numbers but also participant numbers.
The NZRB media and marketing team are underperforming the industry. While the NZRB employee numbers continue to rise along with salary costs increasing, there is a real lack of vision how to attract new racegoers.
Or is it in NZRB interests?
On Saturday at Randwick, racegoers and non-regulars were treated to fashion, good food, reasonable priced drinks, Ronan Keating for entertainment, and Winx was there too. (That’s Winx!!! NOT kiwi-bred Minx as the ill-informed Breakfast on TV One broadcasted two weeks running last month) capped off with a tremendous victory by a kiwi-bred and trained horse that never featured on TV sports news here.
Instead, sports news featured Ko's first round and Federer’s simi-final win. The who cares in New Zealand, highlights of the Australia/India cricket match would have, if they were still playing.
The Australian Derby result didn’t even feature in the TV mainstream media sports websites.
What does racing have to do, to get on mainstream TV sports news?
Recently NZRB employed former Newshub presenter Michelle Pickles. A broadcaster of over 14 years experience, her salary wouldn’t be cheap. Yet, even with her contacts in TV mainstream media, she wasn't able to get the Derby result on TV sports news.
The NZRB are diminishing their information to print media like NZ Herald and Waikato Times, the future is looking even more bleak.
There are no racing advertising on mainstream TV, while the competition Lotto does.
The Australian Turf Club and Racing NSW do a phenomenal job marketing racing with horses, trainers and jockeys. In New Zealand there is no racing advertising but there is no lack of marketing talent like Opie Bosson, Danielle Johnson, Stephen Marsh, Andrew Forsman and the well named star three-year-old for NZ audience Gingernuts also part-owned by racing marketing machine Te Akau.
Just look how Super rugby is marketed in New Zealand. It is time the NZRB media and marketing team to start performing!
Racing can’t be promoted in its own bubble.
