Tuning in

HALF a million viewers tuned in to watch Badminton and Burghley live on the BBC this year, while viewing figures for the World Equestrian Games peaked at 0.8 million. Meanwhile, the events’ gate figures are the envy of the equestrian world. These are, of course, not the only examples of popular events with significant TV audiences that do not appear to stop enthusiasts from wanting to attend. On the contrary, the coverage of these events fuels individuals’ enthusiasm and introduces the event to new audiences yet to make the journey.

Covering events — on TV, online and in magazines — beforehand, during and afterwards, makes people engage with them more not less, in turn making people more likely to rock up in future to see the spectacle in the flesh. That is certainly our experience as publishers.

I’m therefore perplexed by any event’s reluctance to live stream or put any coverage of their show online for fear of reducing their gate figures. If they didn’t want to do so because of the cost, that I would understand — filming doesn’t come cheap. But not to show it in case that stops people paying for tickets doesn’t add up.

What is pleasing are the claims of success being made by those who are live streaming events (news, p5). The more people we can get engaging with horse sport the better for all equestrian businesses, from riders to manufacturers and events to governing bodies. Long may these viewing figures continue to grow. I would encourage as many fans as possible who want to continue seeing their favourite events on the screen to tune in, when you can’t attend. As they say, if you don’t use it you lose it.