Channel 4 Racing is in talks with gambling firms and online betting agencies about who will provide the live odds before each race. Mike Parker, head of strategic sales at C4, is heading the venture.
He said: "The interest level has been high as this is a sector where clients are looking for big points of differentiation and to promote their service as the best provider of live odds.
"This opportunity would give them just that."
The introduction of the new ad - a first for C4 - is being teed up for early 2009 and the broadcaster is looking for one partner over a six to 12-month period. The plan is to take the minutage out of the existing ad break.
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