FanDuel TV's Shiffman Sees Opportunity for Racing

In December, Michael Shiffman took the reins as senior vice president and executive producer for FanDuel TV, the racing channel associated with the TVG and FanDuel Racing advance deposit wagering platforms. FanDuel TV, which originally launched as TVG, also offers programming on sports betting and provides information—odds and lines—for wagering on sports besides horse racing. But racing, by far, remains the channel's primary focus, and Shiffman said fans can look for even more of that content. Shiffman joins FanDuel from ESPN, where he served as senior vice president of production and was responsible for orchestrating the editorial vision, planning, and budget for a variety of live-game and studio productions. During his 24-year career at ESPN, four-time Sports Emmy Award winner Shiffman regularly led marquee studio shows, including SportsCenter, College GameDay Basketball, NFL Primetime, NBA Countdown, and The Jump, and oversaw productions around marquee live events such as the NBA Finals. "We are thrilled to welcome Michael to FanDuel," said president of sports at FanDuel Mike Raffensperger when Shiffman was hired. "Throughout his career, he has led countless high-profile productions for the industry's most distinguished shows, programming, and live events. His invaluable experience and keen expertise were the perfect fit to maintain FanDuel TV's continued growth and elevate the network's opportunities as a leading player in sports betting media." Late last year, FanDuel TV purchased the naming rights of 15 Main Street Sports Group (formerly Diamond Sports Group) regional sports networks in 31 states. Those naming rights, now applied to additional channels carrying the FanDuel TV name, for instance, "FanDuel Ohio," had been held by Bally's. BloodHorse: What were some of the reasons you chose to join FanDuel TV? Michael Shiffman: I was ready for a new challenge in my career, and joining FanDuel TV offered an exciting opportunity to join a dynamic company. We're in an evolving era of sports media, with streaming and betting content transforming how fans engage with live events and stories. FanDuel is the No. 1 sports wagering platform in America, and FanDuel TV is continuing to grow and evolve. While I am relatively new to covering horse racing on a day-to-day basis, it's obvious that racing fans are incredibly passionate about the sport, and we want to continue to be the network that serves that vibrant fan base and works to grow it. BH: What would be some of the things you would like to accomplish in this new role? MS: We don't want to fix what isn't broken. (Senior director of production) Becky Somerville, (senior producer) Chris Lee, and their team have built a great foundation. FanDuel TV's coverage has evolved over the years to serve our viewers while driving business for our partner tracks and horsemen's organizations. We do have a substantial opportunity to get racing in front of a savvy, sports betting audience while continuing to maintain and strengthen the TVG legacy. BH: On the racing side, can viewers expect any changes, new points of emphasis, new approaches to coverage? MS: We are more committed than ever to horse racing and have listened closely to our core customers. Fans can expect expanded linear coverage featuring more racing than ever before. Based on feedback, we've already made subtle changes, including shifting afternoon coverage to focus exclusively on racing and adjusting our odds crawl to be racing-centric. BH: With the regional sports networks' naming being picked up by FanDuel stations, will there be new ways to promote interest in horse racing through these high-profile teams/sports? MS: Our partnership with Main Street Sports Group and its 15 FanDuel Sports Network RSNs is an opportunity to expand the audience for racing. While we are still in the early stages of our partnership, we are excited for the future and to explore ways we can integrate our coverage with these networks. BH: We see racing regularly on FanDuel TV, will it appear on the additional FanDuel-named channels? MS: Horse racing is at the heart of FanDuel and is featured on all of our channels and distribution. It appears on our FAST channel FanDuel TV Extra and on our OTT app FanDuel TV+. At our core, we are a horse racing channel; that won't change. BH: It's safe to say that many people watching these channels have wagered on these events. Is it a different approach to reach these viewers—bettors—with information/coverage/stories compared with a viewer who is not wagering on the event? MS: We strive to balance our coverage to engage both seasoned horse racing bettors and newcomers. Our talented on-air and behind-the-scenes teams create content that serves wagering-focused fans while captivating new audiences with compelling storytelling. Every day, we aim to make the sport insightful, approachable, and unforgettable. BH: How are fans using these channels along with their FanDuel betting platforms? MS: Fan engagement and wagering is higher when races are covered on television. FDTV network provides U.S. racing with a place where racing fans can go to watch great racing every day. From there, they often take the next step of having a wager on our betting platforms, which leverage content and handicapping shown on the network. This has been true since the TVG network launched 25 years ago. Our newer channels extend racing's reach, and our goal is to spark and deepen interest in horse racing by connecting new and existing fans with the excitement and stories of the sport through these locations. BH: What might be some things to look for in the near future, especially relative to racing coverage? MS: We're dedicated to innovation, upholding our reputation for best-in-class horse racing coverage. With a renewed focus on compelling storytelling, alongside data, analytics, and insights, we're confident in driving greater engagement. BH: Any special plans for this year's Triple Crown coverage? MS: We're thrilled about our partnership with Churchill Downs and the Kentucky Derby, having contributed to last year's and this year's record handle. This year, we offered comprehensive coverage leading up to the Derby, including a new 90-minute breakfast show featuring the latest contender news and live racing on Oaks and Derby Day.