Giddy Up: The Most Syndicated Radio Show in Australia Is Expanding

Why It Matters

Giddy Up’s multi‑platform rollout illustrates the accelerating convergence of radio, video and betting‑driven content in Australia’s sports media market, giving SEN a competitive edge over traditional broadcasters.

Key Takeaways

• Giddy Up now airs on Racing.com via 7plus.
• Show reaches 20 SENTrack, RSN, and SENTurf stations.
• Podcast ranked top 100 during 2025 Spring Carnival.
• Bet365 partnership funds video‑audio expansion.
• Uses vMix tech for live multi‑platform broadcast.

Pulse Analysis

The Sports Entertainment Network (SEN) is leveraging its strongest asset, the Giddy Up racing show, to bridge the gap between traditional radio and digital video. By simulcasting on Racing.com’s 7plus platform, the program reaches a broader audience that consumes sports content on demand, while still maintaining its core radio footprint across 20 SENTrack stations, RSN’s Victorian frequencies, and the SENTurf network in Western Australia. This dual‑distribution model maximises exposure for advertisers and betting partners, reinforcing SEN’s position as a multi‑channel sports hub.

Industry analysts see Giddy Up’s expansion as a bellwether for the wider Australian media landscape, where wagering dollars increasingly fund content creation. The partnership with Bet365 not only subsidises production costs but also aligns the show’s audience with betting platforms, creating a seamless user journey from listening to wagering. Technologically, the use of locally developed vMix software enables real‑time video mixing and remote guest contributions, delivering a TV‑like experience without the overhead of traditional broadcast infrastructure. This agile setup allows SEN to scale quickly and experiment with formats that blend audio commentary with visual analytics.

Looking ahead, Giddy Up’s success could prompt other radio networks to adopt similar cross‑platform strategies, especially as broadcasters like Seven explore audio‑video hybrids for AFL coverage. The show’s informal, pub‑style tone differentiates it from more formal racing programs, appealing to younger, digitally native listeners. As betting integration deepens, advertisers will likely prioritize placements within such hybrid shows, driving further investment in interactive, data‑rich sports content across Australia’s fragmented media ecosystem.