AT THE RACES TO FILM QIPCO BRITISH CHAMPIONS DAY FEATURE USING LATEST ULTRA HIGH DEFINITION TECHNOLOGY

Hobbit movie cameras able to shoot 120 frames per second At The Races, the dedicated racing channel available in around 13 million homes through Sky and Virgin in the UK and Sky and UPC in Ireland, today announced another broadcast first for horse racing as plans were unveiled for a feature film to be shot at Ascot Racecourse on Saturday using the very latest in digital camera technology. QIPCO British Champions Day and Frankel will be the focus of six special RED Epic cameras that can produce 5K resolution, a level that is six times that of normal High Definition, and shoot at up to 120 frames per second. The RED Epic cameras are the same as those used by renowned director Peter Jackson to film his high profile forthcoming Hobbit motion pictures. The same digital technology was also used recently to film Felix Baumgartner's supersonic, freefall altitude record sky dive from 120,000ft as well as the final flight and landing at Los Angeles airport of Space Shuttle Endeavour. The footage of QIPCO British Champions Day will include ultra slow motion shots from six cameras located at strategic positions around the racecourse. Two cameras will be mounted on dedicated tracking vehicles allowing viewers to see the great Frankel as never before.  The feature production will be overseen by At The Races Executive Producer, Rob Dakin, and managed and executed by ATR partners, CAN Communicate. Funding for the project has been met by At The Races with a contribution from Racing For Change. Matthew Imi, Chief Executive, said: "The exceptional quality and high frame rates delivered by these cameras will enable us to record a piece of film that is a long lasting and fitting tribute to one of horse racing's greatest ever stars. It will also help us showcase Ascot Racecourse and QIPCO British Champions Day in the best possible way using the latest in digital cinema technology. Saturday 20th October 2012 should prove to be an historic day for racing and we felt this was an opportunity worth investing in for the benefit of Ascot, the QIPCO British Champions Series and British racing generally." 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 Notes to Editors At The Races At The Races is the UK and Ireland's most watched dedicated horseracing channel. It launched on June 11th 2004. It is a joint venture between BSkyB, Arena Leisure plc, Ascot Racecourse, Northern Racing, Plumpton and Ripon Racecourses. Broadcasting 24 hours a day, At The Races is currently available to over 13 million multi-channel homes across the UK and Ireland through Sky, Virgin Media and UPC. The channel regularly reaches over 2 million individuals monthly in UK and Ireland households with Irish viewing adding 20% to UK audiences (BARB & Nielsen). Attheraces.com attracted an average audience of 1.66 million monthly unique users during the three months June-August 2012 with users spending on average over 25 minutes on the site each visit (Google Analytics). At The Races serves on average over 3.5 million video streams each month with instant race replays available free of charge on attheraces.com. At The Races is distributed into 5,800 commercial premises by Sky. Outside the UK and Ireland, At The Races distributes its content into over 30 countries by means of GBI Racing, its joint venture operation with Racing UK.