Channel 4 are to continue to air Formula 1 highlights, as well as live coverage of the British Grand Prix in a new, multi year deal.
More details and analysis very soon…
Channel 4 are to continue to air Formula 1 highlights, as well as live coverage of the British Grand Prix in a new, multi year deal.
More details and analysis very soon…
Over-the-top broadcasting. It is a phrase many visitors to this site will have seen referenced repeatedly, and it is only going to become more prominent as time progresses.
What it means is relatively simple: to deliver a service direct to the customer watching at home, rather than through a third-party satellite television channel or cable platform.
In the modern media landscape that poses many questions as to what the right or wrong approach is to take, if there is such a simple answer.
Motor sport faces a major challenge in not only understanding the landscape, but also exploiting it, satisfying stakeholders, and most importantly broadening the reach of the sport in the process.
An upward struggle
Whether it is MotoGP, World Rally Championship or Supercars over in Australia, most of motor racing’s big entities have an over-the-top platform now of some nature. All vary to different degrees, and hold a different level of importance for each series.
Late to the game and trying to catch up on the digital front, Formula 1’s over-the-top platform went live in May 2018 with F1 TV. However, the platform struggled on the technical front, with a variety of teething problems, leading to suggestions that the platform launched too early.
Speaking in front of industry experts at the Black Book Motorsport Forum, their Director of Marketing and Communications Ellie Norman was unashamed to admit that it has not been the smoothest of starts for F1 in the OTT world.
“It’s been a bumpy ride, I would suggest that we definitely launched F1 TV too soon,” Norman says.
Norman points to a ‘growth hacker’ mentality that F1 now has, the organisation unafraid to try things out to see what works, and what does not, even if it backfires.
“Working within digital is a really different space to working in broadcast, and often you are always in beta mode. But one thing I think we’ve done is, we’ve listened to the fans, and responded quickly by refunding them,” Norman told the audience.
“Twelve months on, the product is more stable, and I think it’s in a much better place now with the fan input, seeing how users engage with it, use it, and what they want for it. And that has been invaluable.”
The battle between pay-TV and OTT
But F1’s roadblocks on the over-the-top front expand far beyond the first twelve months.
Whilst most of the world can access F1 TV’s basic offering, many countries, including the UK, cannot access F1 TV’s premium tier. The only way UK fans can access the live race action is via Sky Sports, thanks to an agreement signed between Sky and ex-F1 supremo Bernie Ecclestone back in 2016.
For many, this is a source of frustration, with some fans feeling locked out of live F1 for the foreseeable. For F1, and sport in general, the balance is ‘delicate’ between over-the-top and pay television.
Pricing per year.
WEC covers 2019/20 season.
WEC excludes Le Mans.
Do motor sport brands throw live content onto their over-the-top platform, allowing them to target a different audience directly, but potentially miss a key revenue stream?
Or, do the brands air their content live on pay television, helping the bank balance, but not their reach?
Gernot Bauer, Eurosport’s incoming Head of Motorsport, puts it bluntly. “As a broadcaster, I won’t pay a lot of money if every federation has a competing product because it puts so much challenge on us as a broadcaster.”
For broadcasters such as Eurosport and Sky, the emergence of a new over-the-top platform could cause their audience figures, and therefore revenue streams, to fall.
Having invested £1 billion over six years, unlocking F1 TV in the UK would cause consternation between F1 and Sky.
“Our investment is significant as one of the one of the investments that underpins F1, as all our rights do in every sport,” explained Scott Young, Sky’s Head of F1.
“I think that’s one of the differences between an OTT platform right now and major sporting broadcasters, like Sky and Eurosport, that actually invest a large amount of money that goes into those sports of which they need to help fund the teams to compete.”
Young denied suggestions that Sky’s relationship with F1 had become ‘strained’ because of F1 TV, but warned of the consequences if the balance between pay and over-the-top changed too quickly.
“There’s an ecosystem in there that is quite delicate, and if you unravel it too quickly it can have some lasting effects,” he said.
The NASCAR approach
The World Endurance Championship and World Rally Championship are examples of series that are nicely suited to the modern OTT way.
Both are long in duration, meaning that they can play out live in their entirety on OTT, without interruption from other sports on linear television.
Not every championship uses their over-the-top offering for live action though (for contractual or strategic reasons), which leads to the question of just how valuable OTT is without much live content to bring the viewer in.
“As each racing series creates their own OTT product it forces us, and them, to rethink that philosophy,” Bauer says.
“What is OTT, are you an alternative broadcaster for life? Are you a video on demand for archive material, or are you an app where you combine everything from Instagram to Twitter and so on? There is not one answer.”
For NASCAR, the situation is tricky, as all their premium-tier live content is exclusive to Fox and NBC in the US through until 2024, meaning that the series has no choice but to get creative with their domestic OTT offering.
“If we’re doing OTT, then it’s got to be driver lifestyle content, or it’s got to be some of our other series that we broadcast internationally,” explains Jill Gregory, NASCAR’s Executive Vice President and Chief Marketing Officer.
“I think as we look to the new media landscape, as everybody is today, we’re trying to decide what is the right mix.”
“We need to think about what goes on to traditional broadcasting, and what do you keep out for either your own OTT product, or even partnerships with social media platforms, the Amazon’s, and the Hulu’s.”
“For us, it’s about knowing where the fans want their NASCAR content and maximizing our exposure,” Gregory concluded.
Second screen “has become first screen”
Of course, the likes of Sky, Fox and NBC have their own over-the-top platforms.
In the case of Sky, Now TV is becoming a more prominent player for cord-cutters due to its lower entry price. As Young alluded to however, Sky “need to do a better job” of promoting their other services to audiences.
That job is becoming increasingly important because, as Motorsport Broadcasting pointed out last month, research from UK’s communications body Ofcom shows that traditional viewing is falling quicker than ever before, with around half of UK homes now subscribing to at least one streaming service.
“You don’t need to be at home in front of your TV anymore [to consume sport]. Many people still think that way but they are not acting this way,” Bauer told the audience.
“I am constantly on my phone, watching on my phone on my iPad, on my laptop. I consume not the whole race anymore but certain bits of highlights, and that is interesting to me as it helps smaller federations to get a direct engagement with the fans.”
Young added that Sky’s current F1 audience is viewing other streams alongside the main F1 channel. In his opinion, the second screen “has become first screen.”
“We’re seeing a lot of data now on people actually not only watching data channels but watching other streams, watching our highlights, watching social feeds come through whilst they’re actually watching the live race.”
“And that to me is an amazing opportunity that we’re focused on tapping into.”
For broadcasters and championships alike, it is a constant battle to try to not only retain existing audiences, but to bring in a new, younger audience. That battle will only intensify over the forthcoming years.
Is over-the-top going to become the long-term destination for F1 and motor sport, replacing pay television for the next generation, or can the two entities coexist side-by-side? Could free-to-air television even make a resurgence?
Only time will tell.
Formula 1 heads out of Europe and over to Singapore for the start of the flyaway season, as the countdown continues to Abu Dhabi.
The night-race from Singapore falls on the same weekend as the Aragon MotoGP round, with a clash initially looking likely. However, a late switch from Dorna to move the main MotoGP race earlier means that both avoid a direct clash. The F1 begins at 13:10 UK time, with MotoGP’s main event from Aragon beginning at 12:00.
Both races air exclusively live on pay-TV, F1 live on Sky Sports, with MotoGP on BT Sport. Highlights of the latter air on Quest, which reverted to two airings as of recent races after a bit of back and forth from a scheduling perspective over the Summer.
Ted Kravitz is not with Sky in Singapore (sorry Lando, if you are lurking), but will be back with Sky in Russia. There is no Formula Two or Formula Three this weekend, both returning in Russia.
Elsewhere, the IndyCar season concludes, returning to Laguna Seca for the first time in 15 years. The action airs live on Sky’s F1 channel, as IndyCar concludes the first of a multi-year deal with the broadcaster.
Channel 4 F1
21/09 – 18:30 to 20:00 – Qualifying Highlights
22/09 – 19:00 to 21:00 – Race Highlights
Sky Sports F1
20/09 – 09:15 to 11:15 – Practice 1 (also Sky Sports Main Event)
20/09 – 13:15 to 15:15 – Practice 2 (also Sky Sports Main Event)
21/09 – 10:45 to 12:30
=> 10:45 – Practice 3 (also Sky Sports Main Event)
=> 12:10 – Paddock Walkabout
21/09 – 13:00 to 15:30 – Qualifying
=> 13:00 – Pre-Show
=> 13:55 – Qualifying
22/09 – 11:30 to 16:00 – Race
=> 11:30 – Pit Lane Live (also Sky Sports Main Event)
=> 12:30 – On the Grid (also Sky Sports Main Event until 13:00)
=> 13:05 – Race
=> 15:00 – Paddock Live
19/09 – 13:30 to 14:00 – Drivers’ Press Conference
19/09 – 16:30 to 17:00 – Welcome to the Weekend
20/09 – 16:00 to 16:30 – The Story so Far
21/09 – 15:30 to 16:00 – The F1 Show
25/09 – 20:30 to 21:00 – F1 Midweek Debrief
BBC Radio F1
All sessions are available live on BBC’s F1 website
19/09 – 21:30 to 22:00 – Preview (BBC Radio 5 Live)
20/09 – 09:25 to 11:05 – Practice 1 (BBC Radio 5 Live Sports Extra)
20/09 – 13:25 to 15:05 – Practice 2 (BBC Radio 5 Live Sports Extra)
22/09 – 13:00 to 16:00 – Race (BBC Radio 5 Live Sports Extra)
MotoGP – Aragon (BT Sport 2)
Also airs live on MotoGP’s Video Pass (£)
20/09 – 07:45 to 15:15 – Practice 1 and 2
21/09 – 08:00 to 15:15
=> 08:00 – Practice 3
=> 11:00 – Qualifying
22/09 – 07:30 to 15:30
=> 07:30 – Warm Ups
=> 09:15 – Moto3
=> 11:00 – MotoGP
=> 13:15 – Moto2
=> 14:30 – Chequered Flag
MotoGP – Aragon (Quest)
23/09 – 18:00 to 19:00 – Highlights
British Superbikes – Assen
21/09 – 14:00 to 16:30 – Qualifying (Eurosport 2)
22/09 – 11:30 to 17:00 – Races (Eurosport 2)
26/09 – 20:00 to 21:00 – Highlights (ITV4)
Euroformula – Barcelona
Also airs live on YouTube
21/09 – 14:30 to 15:30 – Race 1 (BT Sport Extra 2)
22/09 – 13:00 to 14:00 – Race 2 (BT Sport Extra 3)
IndyCar Series – Laguna Seca (Sky Sports F1)
21/09 – 21:30 to 23:00 – Qualifying
22/09 – 19:30 to 23:00 – Race
International GT Open – Barcelona
Also airs live on YouTube
21/09 – 15:30 to 17:15 – Race 1 (BT Sport Extra 2)
22/09 – 14:00 to 15:30 – Race 2 (BT Sport Extra 3)
Red Bull Rookies Cup – Aragon (BT Sport 2)
21/09 – 15:15 to 16:15 – Race
Speedway Grand Prix – Britain
20/09 – 18:00 to 19:00 – Qualifying (BT Sport 1)
21/09 – 16:15 to 20:30 – Races (BT Sport 2)
As always, the schedule will be updated if timings change.
In the latest Motorsport Broadcasting round-up, news emerges of potential upcoming changes to Formula 1’s leadership team.
The round-up gives a bite sized view of the latest news making the waves, as well as interesting snippets that I have picked up along the way.
ICYMI: Round-Up #4 (July 23rd): New Formula Two documentary coming soon; Facebook touts MotoGP success
ICYMI: Round-Up #3 (July 1st): Sky F1 to air special Williams documentary; Formula E wins award for TV product
ICYMI: Round-Up #2 (May 28th): F1’s US audience figures increase; Formula E hits the big screen
ICYMI: Round-Up #1 (May 13th): Turner returns to F1 fold; F1 adjusts OTT pricing; Barrat joins Formula E’s TV team
DTM / W Series
See anything else worth mentioning on the news front? Drop a line in the comments section below.
Over the past two years, Formula 1 has undergone a digital transformation since Liberty Media acquired control of the sport.
Last week at the Black Book Motorsport Forum, Motorsport Broadcasting caught up with one of the faces leading the effort to bring F1 into the modern world. Ellie Norman (@ChikinCS) is Formula 1’s Director of Marketing and Communications, and we got her view on how things have gone so far.
Before Formula 1, you had stints at both Honda and Virgin Media, just talk to us about what you were involved in there.
I first spent five years on the agency side, where Honda was my client, and then directly with Honda for eight years, always in a marketing and advertising role.
Through that period, it was always about building meaning and value in the Power of Dreams brand. It was about elevating Honda at that time in the UK and Europe where the perception was that they lagged behind the more established European brands.
I spent five years in between Honda and F1 at Virgin Media. My focus shifted into being one market specific in the UK, so it was great to deepen learning versus working across international markets.
Interestingly it is an entertainment company, so they’re really understanding the landscape of TV consumption, the role that entertainment plays, cord cutting, the involvement of digital platforms, direct to consumer. Moving to F1 is a perfect combination of both automotive and entertainment.
Honda and Virgin Media both have huge marketing teams, yet you join F1 and find that is greenfield in nature, with little marketing, which was quite a culture shock I imagine!
F1 is such an incredible brand with a huge history. Bernie [Ecclestone] did an incredible job to build it into the business that it was, but my perception was that it had been underutilised, and that there was a role marketing could play.
Part of the appeal was having the ability to come into what is close to a 70-year old start-up and to be able to establish marketing from the ground up, agreeing what the infrastructure needed to be, shoring up the fan base, bringing in new fans. And that was exciting, too good of an opportunity for me not to take.
How difficult has it been in your role to attract new fans into F1, without alienating the existing fan base?
You are always treading a balance between holding onto your current fans, knowing who you are and what you stand for, but also needing to adapt and be contextually relevant to the fans of tomorrow, understanding what their motivations are, what platforms they are on and how they can be engaged, and bringing them into your sport.
Ultimately, we are a means of entertainment. The appeal of Formula 1 is that we have an ability to bring large groups of people together around live events. The on-track product is vitally important, but it is the entertainment that surrounds that as well.
15 to 20 years ago, there was one entry point for new fans, in front of the television, whereas now there are many different entry points. Does that make the job more complex?
It is very, very complex, the marketplace is fragmented.
The one thing I think we’re very fortunate with is that live sports is one of the last bastions that does bring millions of people together around a fixed time.
What can you learn from other brands, such as NASCAR, or non-motor sport brands, like the Premier League or Netflix?
It’s always interesting I think to look outside of your own echo chamber. Aside from other live sports, I’m always fascinated to know how entertainment properties operate, for example music festivals such as Glastonbury.
How are they engaging with fans, at a digital level in terms of insight, access, experiences that bring them closer? We can take learnings from that and pull that into Formula 1. I think part of the mentality needs to be an openness to try and to test things.
The fan festivals are a great example of where you can take the richness of the sport out of a race track and into city centres. It’s a visceral sport, the closer that people can get to seeing teams, drivers, hearing and smelling the cars, it moves you, and that’s what we know people love.
You did the ‘Engineered Insanity’ promotion last year, and have continued that this year.
‘Engineered Insanity’ is our brand positioning. It’s man and machine pushed to their limit; it’s opposing forces working together in harmony. We launched that brand platform and positioning in 2018, and this year we continued that work.
We brought it to life this year through a partnership with The Chemical Brothers, which was again a way to look outside the echo chamber of motor sport and to work with renowned musicians in their field, who are renowned for engineering their music and to bring those two audiences together. We knew there was an overlap of passion between a Chemical Brothers fan and Formula 1.
It’s interesting when you look at actually where people, and what they’re passionate about, it shows up through gaming, through music, food experiences, and there’s a way where Formula 1 can partner with many different brands within the wider world to take Formula 1 out to that fan base, and be relevant to them.
You cited Netflix earlier as a competitor of someone’s share of time. The Netflix series has been incredibly popular for us, and that was a way for us to reach a light, lapsed or a non-F1 fan through engaging long form content.
E-Sports is massive. We know younger audiences spend an awful lot of time within an E-Sports environment. Now, whether that’s watching it or playing it, Formula 1 is very closely aligned to E-Sports. You’re sitting in a seat, you’ve got your pedals, your steering wheel. We know all our F1 drivers spend hours and hours perfecting their laps within a sim.
So, this is how we can converge those worlds together.
Have you seen the demographics on your social media platforms change because of E-Sports?
Social media has grown ferociously. In the last two years, Frank [Arthofer] and our digital team have grown that to over 23 million people, a 54 percent year-on-year increase, making us the fastest growing sport across social media.
75 to 80 percent of the audience watching E-Sports is below 34 years old, so it’s really shifting the dynamic. We’re taking Formula 1 out, and showing a different side of Formula 1 to these audiences in places they’re already passionate about.
You’re now starting to scrape the surface of both of Formula 1’s feeder series, Formula Two and Formula Three. People may not realise this, but both are Formula 1 properties. [Note from David: this interview was done prior to Anthoine Hubert’s fatal accident at the Belgian Grand Prix]
They are incredible series, very competitive racing, wheel-to-wheel competition, you always have the interesting sprint races, for example with reverse grid in F2. And what we see is a lot of our Formula 1 drivers coming through the ranks of having either raced in Formula Two or Three, and there’s some really interesting characters and stories within those series.
Again, this is about us demonstrating the journey that racing talent goes through to get into Formula 1. There’s much more focus internally on what we can do with Formula Two and Formula Three to bring those closer to Formula 1 and to give them their own spotlight.
It’s F1’s 70th anniversary next year, is there anything in the pipeline that you can tell us?
We are busy back in the office, we have a range of ideas that we would love to see next year. All I can say is watch this space!
My thanks go to Ellie Norman for spending the time with me on the above piece.