The Race for Kentucky Derby Viewers

When the horses trot out to begin the 135th annual Kentucky Derby on May 2, racing enthusiasts will fixate on whether I Want Revenge, this year's favorite, will be able to outlast the field. But executives at Churchill Downs (CHDN), the company behind the Derby, and NBC (GE), which is airing the event for the ninth straight year, will already have done their best to drive more new viewers to the race's starting gate.

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