Category Archives: Broadcasting

Formula One: Lewis Does Kimmel

LewisKimmel

 

Earlier this week Lewis Hamilton made an appearance on US network ABC chat show Jimmy Kimmel live. Lewis Hamilton appearing on a show such as this in the close season serves to further demonstrate the driver’s market appeal away from the track.

Check out a clip from the show here:

Over the course of this week Lewis has received criticism from the likes of Martin Brundle for electing not to attend the Autosport awards earlier in the week:

 

These remarks possibly prompted Lewis to comment on the ceremony during his interview with Kimmel.

Whilst it is unfortunate Lewis elected not to attend the awards, on balance if the decision was between the Autosport Awards, broadcast to a limited established audience or seek to further broaden the awareness of not only Lewis Hamilton himself but of the sport he represents, appearing on Jimmy Kimmel live to an audience of 2.5M was by far the more logical move.

The current era of F1 drivers are often criticised for lacking personality. Lewis Hamilton,  has over the course of the 2015 made reestablished the playboy image of F1 drivers with a modern twist. This image makes his profile appealing to an audience away from the sport, Lewis has taken on the role of bringing this audience to F1.

 

 

Formula One: #placesalonsowouldratherbe how Hilton not F1 got it wrong.

 

#placesalonsowouldratherbe

 

F1 news over the past 48 hours has been dominated with journalists commenting on how Formula One Management should wake up to social media and could have capitalised on the viral event that was #placesalonsowouldratherbe. In many respects the comments are correct; the viral event demonstrated that there is a quick thinking well humoured proportion of the F1 community with impressive photo editing skills. To have this level of engagement is something Formula One Management should be proud of and embrace. Perhaps, for example, through a 3 part competition run by sponsor Tata Communications (@tata_comm) evaluating the graphical content and future broadcast plans for the sport.

Putting the viral event into perspective, #placesalonsowouldratherbe saw 14,500 imprints on twitter; this is less than 15% of the total number of imprints from #BrazilGP, the event specific naming convention used by the Formula One twitter feed. Taking this a step further the Formula One Qualifying broadcast will likely have been seen by an audience of at least 20,000,000 people (a very conservative number even taking into consideration the current decline in F1 viewing figures) this would mean that 0.07% of the F1 audience participated in this viral event. Is this really an audience the Formula One Management Twitter feed should be seeking to capitalise on?

I’ve read a number of articles commenting that other sports or racing series do a far better job than Formula One on engaging with fans through social media, and whilst it can be argued that prior to the 2015 season this would be accurate it is no longer correct. The Formula One Twitter feed serves as an information point, providing exclusive pre and post-race content. It does not engage in conversation with followers, fans or teams, and why would it? Would it be an effective use of resources? I have read comments that Formula E and other racing series do a better job at engaging with their fan base through social media, on this point I disagree. The main twitter feed for Formula E operates in the same way as the Formula One feed. On occasion the individual maintaining the feed will acknowledge or respond to messages, but only in an informative style and this can only be achieved due to scale of the audience. The reputation Formula E has with respect to social media is borne out of the team and sponsor engagement.

Again some perspective @F1 has 1.68M followers on twitter, @FIAFormulaE has 76K followers on twitter. It is not realistic to expect Formula One Management to engage with fans in the same way Formula E can, the resource requirement is not realistic. @SauberF1Team has over 300K followers (the smallest of any F1 team) @AmlinAndretti has 13K followers (the most of any Formula E team) it is not realistic to expect the same level of engagement from teams in each series.

In my opinion, the #placesalonsowouldratherbe viral event served to demonstrate a failing not from @F1 but from that of @MclarenF1 and its sponsors. Many Formula One team sponsors have taken to live tweeting during on-track action, commenting on events as they unfold, commonplace with feeds such as Mobil’s @Grid1TV, or on the progress of their respective team or drivers seen with Force India F1 team sponsor @hypeenergy for example. I understand there are restrictions on the usage of team branding without agreement for fear or misrepresenting the team brand or ethos but imagine if the Hilton Group had taken the #placesalonsowouldratherbe viral event and placed Alonso in the lobby of their flagship hotel, or if they turned the hashtag into a discount code for online bookings.

For me the failing of the #placesalonsowouldratherbe viral was that sponsors did not react quickly enough. Perhaps it is time for the teams, not F1, to further adapt to social media. Give sponsors a freedom to engage in a way they believe their followers will respond.

 

 

As a side note, the image of Alonso used in this article, in every #placesalonsowouldratherbe tweet and subsequent article is the property of FOM. It was taken from their broadcast feed. FOM would be entirely within their rights to pursue copyright infringement cases for each use. The F1 of old may have taken this approach. F1 has is embracing social media.

Opinion: Formula One – Breaking down the 4th wall

Sochi

Over the weekend of the Russian GP I found myself in Austria,  unable to pick up UK F1 coverage either SKY Sports F1 (my preference) or BBC. To be honest after a rather dull race in 2014 my expectations for the race  were quite low, so trying to stay positive I looked upon the race as an opportunity to work on my German.

ORF

Discovering ORF hold Austrian rights for sport I was excited to hear through Twitter positive reports about the broadcaster, especially when compared to RTL and importantly had no breaks during the race. It then dawned on me I would get to hear interviews from the likes of Toto Wolff and Niki Lauda in their mother tongue, and I might get to hear a new perspective on the sport.

Now, I should preface this with a comment that the race coverage was good, possibly helped by a great race. Co commentary from Adrian Sutil was, different, and I definitely learned some new German. Who knew that the marbles that caught out Romain Grosjean whilst following Jenson Button through T3 were actually Gummikugeln ( yes I had visions of gummy bears attacking a Lotus) but the pre and post race interviews… terrible.

I would have thought with any language barrier removed team members and drivers, such as Hulkenberg and Rosberg would be more engaged more insightful and dare I said more entertaining. I experienced the exact opposite. It felt like Toto Wollf was reading a script and the drivers (yes I know they had bad results) couldn’t wait for the interviews to be over.

skysportsf1

BBC Sport

So in summary I would like to thank the production team behind the humanised presenting style the BBC launched back in 2009 when they regained the UK broadcasting rights to the sport. Both the BBC and SKY have managed to break down the 4th wall making teams and drivers real people. Perhaps this approach isn’t right for Austrian audiences, but as guy on holiday I can tell you a missed it, so much so I re watched the entire SKY Sports broadcast when I got home on Tuesday!

INDYCAR: GoPro Join Forces with Indycar to Create 360-Degree Video

Indycar Go Pro

On Aug. 27, GoPro and INDYCAR joined forces to produce an interactive 360-degree video of the Verizon IndyCar Series’ ambitious endeavor to send cars across one of the world’s most iconic locations – the Golden Gate Bridge.


Watch the video on the GoPro’s YouTube page here.

Viewers can manipulate the video (available in select browsers) by clicking on the screen and dragging their cursor to view different angles of the event.

Four competition Indy cars that competed in the season finale GoPro Grand Prix of Sonoma on Aug. 30 participated, piloted by Josef Newgarden, Marco Andretti, Graham Rahal and Will Power. Andretti led the procession in the No. 25 Andretti Autosport Honda driven in six Verizon IndyCar Series events by the late Justin Wilson, who passed away Aug. 24 due to injuries sustained in a crash. The event was dedicated in memory of Wilson.

James Hinchcliffe drove the INDYCAR Experience street-legal two-seater with the series’ championship trophy, the Astor Cup, as his passenger in the rear seat. Holmatro safety trucks followed behind the procession bearing flags with a logo created to honor Wilson.

OPINION:  Showcasing 360 Degree Video Technology from GoPro in the filming of Indycar’s procession for Justin Wilson first and foremost gives fans an opportunity to feel part of the tribute.  Moving beyond this GoPro offer insight into the possibilities of immersive viewing for motorsport in the future. As audiences shift towards streaming of live events this level of personalisation of the viewing experience could set Indycar and GoPro apart from the rest. F1 take note… And WOW the Golden Gate Bridge looks spectacular!

FORMULA E – PARTNERSHIP ANNOUNCED WITH LITTLE DOT STUDIOS

LittleDOT FEFE168 – Formula E partners with Little Dot Studios

Formula E continue to lead the way in Social Media engagement with the announcement of a partnership with Little Dot Studios, a next generation broadcaster and producer, creating and distributing video content across YouTube, Facebook, Twitter, Snapchat and Periscope.

Founded by Andy Taylor and Selma Turajlic just over two years ago, Little Dot Studios has grown rapidly and now distributes video content on social platforms for over 60 producers, broadcasters and rights-holders worldwide. In August alone, Little Dot Studios amassed over 350 million views to its client’s content. Under the partnership, Little Dot Studios will distribute social videos including clips, highlights and compilations from each race, as well as unseen footage from the pitlane and behind the scenes. Little Dot Studios will also be on site at each race, producing original video content for each of the social platforms.

Opinion – In the spirit of continuous improvement Formula E continue exploit social media as a tool to bring the series to the public. It is impressive to see Formula E can make these forms of agreements alongside TV broadcasting deals with the likes of Eurosport, ITV, & Rai, a feet Formula One either have not attempted or have not been able to manage. In a period of growth and with a strategy of increasing brand awareness Formula E continue to make all the right noises. The challenge will come in attempting to monetize the sport in the future.