Tag Archives: Snapchat

Formula One: Writing yourself out of a job

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The British written press within Formula One have worked themselves up into somewhat of an unnecessary frenzy at the Japanese Grand Prix this weekend, and have left many followers of the sport asking if they have become surplus to requirements.  Following the drivers press conference on Thursday in which Lewis Hamilton spent a proportion of the session engaging with his followers on Snapchat, members of the British media took to social media to challenge the behaviour of the driver. This questioning of respect shown to them from Lewis latterly became the centre piece for many journalist’s preview for the race weekend.

Following the negative response from elements of the media Lewis Hamilton responded over social media explaining he did not intend to cause offence and that he was simply looking to refresh an element of the Grand Prix weekend.

This explanation drew further criticism from journalists who suggested the purpose of the session was not to entertain fans but to give print media the chance to pose questions to drivers.  They went on to suggest Lewis’ behaviour was a deliberate attempt to avoid challenging questions around his ability to challenge for the 2016 World Championship.

It is fair to say there may have been an element of this in Lewis’ actions, but this suggestion was met with public observation that the quality of questions asked within these sessions is so poor, they rarely generate headline news either way. Journalists then went to explain, again through social media, that the reason for poor/ no questions being asked in these sessions was because they are televised and by the time they had opportunity to document anything from the session the news would already be available through other outlets.

This justification calls into question not only the format of driver press conferences but the rationale for print media attending race events in person at all. Journalists suggesting driver briefing sessions are of no value to them because others get the news out before they can suggest their delivery method is outdated. They, along with their publishers should be looking inwardly at ways in which to present content in formats that reflect consumption models, rather than criticizing something that is out of their control.

British Newspapers coverage of a Formula One weekend typically will take the form of a race report with driver quotes. If Journalists are no longer prepared to ask questions to drivers because other outlets will publish the responses, they, and their employers would be better placed producing race reports based on TV coverage. Investigative journalism within motorsport has long been the reserve of online only outlets such as Motorsport.com.

The actions of select members of the British print media have prompted a response from Lewis which will further reduce their access and further call into question their value in being in the paddock.

With the announcement that the Motorsport Network have taken control of Autosport and Haymarket Motorsport interests, many motorsport journalists will be feeling anxious around future employment security, biting the hand that feeds you may have been the worst possible response.

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.