FanDuel has set its sights on becoming the “first watch and wager” network in the US, as it prepares to launch its cable channel FanDuel TV in addition to an over-the-top platform to be known as FanDuel+ in September.

The Flutter Entertainment-owned US market leader promises to deliver more live sports programming than any other network in the country, as part of a move that will see it develop into more of a sports media company.

FanDuel TV will emerge from predecessor TVG, the group’s horse racing network, and has signed Kay Adams to host an hour long live morning show every weekday.

Adams, who previously served as a host of Good Morning Football on the NFL Network, will present the show from FanDuel TV’s Los Angeles studios.

FanDuel’s CCO Mike Raffensperger commented: “FanDuel TV is the first network designed from the ground up to be watched by viewers with their phone in hand.”

“We intend for FanDuel TV to sit at the intersection of live sports and interactive content and believe Kay is the best example of an on-air talent who can bring fans closer to the narratives of the games they care about most. Our goal is to provide fans compelling programming to watch and wager on in tandem with our mobile app,” he added.

FanDuel CCO Mike Raffensperger: “FanDuel TV is the first network designed from the ground up to be watched by viewers with their phone in hand.”

In July, FanDuel promoted former CMO Raffensperger to the newly created role of CCO and announced that he would be overseeing the brand’s content and programming assets, including its cable network TVG.

Meanwhile, FanDuel TV has agreed with Pat McAfee’s PMI Network to produce content as part of the network’s weekly block of programming.

The company has also reached a programming agreement with The Ringer, providing FanDuel TV content from one of the industry’s most listened to and followed sports and pop-culture podcasts and digital networks.

FanDuel’s signature sports betting show More Ways to Win will continue to be hosted by former ESPN SportsCenter anchor Lisa Kerney, bringing sports betting analysis and insight into the major sports leagues to viewers each week.

FanDuel CEO Amy Howe: “Having proven on-air talent, live content from the most influential name in sports media in Pat McAfee and the industry’s best team covering horse racing today demonstrates that FanDuel TV will be a dynamic network from day one.”

More Ways to Win has been a cornerstone of FanDuel’s digital programming with Kerney covering a variety of sports content focused on the sports wagerer in her high energy style.

“Having proven on-air talent, live content from the most influential name in sports media in Pat McAfee and the industry’s best team covering horse racing today demonstrates that FanDuel TV will be a dynamic network from day one,” said Amy Howe, FanDuel’s CEO.

As part of a licensing agreement with Sportradar, FanDuel TV and FanDuel+ will air more than 3,000 hours of live sports including international basketball league action from Australia’s professional league, the Chinese Basketball League, as well as the French and German pro leagues.

In keeping with its TVG lineage as the home of horse racing, FanDuel TV will feature a stacked lineup of coverage from respected experts including Christina Blacker, Britney Eurton, Gabby Gaudet, Mike Joyce, Todd Schrupp and the rest of TVG’s award-winning on-air talent roster.

“TVG has been the undisputed leader in the horse racing space for the past 20 years and the launch of FanDuel TV creates an exciting new platform for the next 20 years,” said Raffensperger.

“FanDuel TV and FanDuel+ will accelerate the renaissance racing is enjoying and repackage the sport for a new generation of mobile enabled fans, while also bringing new leagues and sports to the US market. We plan to offer more live sports than any network in America,” he added.

FanDuel TV will be broadly distributed on linear television through its relationships with the industry’s leading cable and satellite distributors including Comcast Xfinity, Spectrum, Verizon FIOS, DirectTV, DISH, Cox Communications, FuboTV, YouTubeTV and Hulu.

FanDuel+ will also be widely available on direct-to-consumer OTT platforms including Roku, Apple TV, and Amazon Fire, and will be free to download for existing FanDuel customers with accounts on any of its sportsbook, casino, horse racing or daily fantasy platforms.