In an attempt to take the sport beyond its traditional audience, Procam, the Royal Western India Turf Club (RWITC) and Bennett Coleman Company Limited (BCCL) collaborated in a unique endeavour in December, 2011. Thirteen R1 classics were successfully organized in Bengaluru, Hyderabad, Kolkata, Mumbai, and Pune.
To further the reach of this exclusive sport, Indian horse racing soon experienced the benefits of live television coverage via Ten Sports. Prior to the races, big TV networks like Zee Café, Zee Studio, Times Now and Zee News were also roped in for promotions. A 20-camera setup was installed to ensure coverage of the first order.
Taking horse-racing to the next level, Jim Ramsey - one of the finest producers of horse racing was also engaged to ensure world-class production. Ramsey is the producer of the applauded and widely-viewed Dubai World Cup, The Prix de l’Arc Triomphe, Horse Racing on the BBC and Channel 4.