U.K.-listed Entain has launched four online television channels in Australia, covering greyhound and horse racing, as part of its push to become a global media company.
The division has about 30 employees and is also producing written content and documentaries.
The Sydney Morning Herald cited Entain Australia CEO Dean Shannon as saying the model was a first for the wagering giant, which owns brands such as Ladbrokes and Coral.
The division is being led by Andy Hoad who said the plan is to build Entain into a fully fledged media division.
“The future of the business is really bound to content. It is becoming more than just a wagering business,” he was cited as saying.
Entain failed in an attempt to buy local wagering company Tabcorp’s media and wagering division last year.