Online and retail sportsbetting and gaming operator Paddy Power Betfair has signed a deal that will see Sports Information Services (SIS) Limited provide its Paddy Power-branded shops with a bespoke television channel for the next five years.

Dublin-based Paddy Power Betfair revealed that the live pictures and data service has already gone live throughout its land-based estate in the United Kingdom and sees SIS Limited supplying it with retail television channels featuring full Paddy Power TV branding for a more personalized in-shop sportsbetting experience.

Paddy Power Betfair declared that the Paddy Power TV service has become the first to utilize the Complex Automated Production innovation from SIS Limited, which streamlines the production process and gives operators greater autonomy and flexibility over specific schedules across different shops.

“Paddy Power always aims to use the latest technology to ensure it is providing its customers with the best product available and SIS Limited’s newly-developed and innovative Complex Automated Production is one of these tools,” read a statement from Michael Ahearne, Retail Product and Innovation Director for Paddy Power Betfair. “Our high street customers now benefit from a tailored and enhanced broadcast through Paddy Power TV and, in the short time it’s been available, the feedback has been very positive across the board. The flexibility and strong variety of content that SIS Limited can provide is of great benefit to our shops and we expect Paddy Power TV to engage customers for years to come.”

For its part, Milton Keynes-based SIS Limited stated that its Complex Automated Production advance provides a greater variety of content to help operators broaden the appeal of their shops to newcomers. It proclaimed that the Paddy Power TV service is moreover set to offer a more fulfilling customer experience by featuring integrated specials and television advertisements.

“This is a landmark deal in retail betting live pictures broadcasting with our innovative new Complex Automated Production technology able to offer Paddy Power a flexible and affordable branded television channel for its customers,” read a statement from Paul Witten, Commercial Director for SIS Limited. “We continually strive to ensure that our products are relevant to operators’ needs and recent technological advancements by SIS Limited have allowed for a much more streamlined version of our retail television channel broadcasts. We are pleased that such a high-profile operator such as Paddy Power has chosen to implement it into its large retail estate.”