Bringing the Cheltenahm Festival to Life: AE Live powers ITV Racing Coverage with AR and Data

AE Live and ITV Racing’s long-standing partnership continued with coverage of the Cheltenham Festival, enhancing the broadcast throughout the entire four-day event.

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Working in collaboration with Vizrt for real-time graphics rendering and Pixotope for advanced camera tracking, AE Live brought a seamless mix of traditional broadcast graphics and dynamic AR elements to screens, elevating the viewing experience for one of Britian's most-watched horse racing events.

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A key feature of the latest coverage was the integration of RaceiQ data, powered by Ellipse Data. By embedding detailed performance insights into AE Live’s AR environment, the production delivered deeper storytelling and greater context throughout the festival.

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Roderick Grafton, Racing MD at Ellipse Data, said: “RaceiQ is designed to make the story easier to follow. By integrating a deep layer of performance data into AE Live’s world-class AR environment, we’re moving beyond simple statistics. RaceiQ provides fans with cutting-edge race narratives to ensure the broadcast is as engaging as it is exciting.”

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Through this collaboration, AE Live supported ITV Racing in delivering a more engaging, informative, and visually rich presentation, helping to bring one of horse racing’s biggest stages to life for viewers across broadcast and digital platforms.

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