LIB­ERTY TAKEOVER

F1 Racing - - INSIDER -

Ex­pect purer, eas­ier to un­der­stand rac­ing, with more of a fo­cus on dig­i­tal me­dia, and a greater em­pha­sis on democ­racy

For­mula 1’s new own­ers, Lib­erty Me­dia, have am­bi­tious plans to grow the sport’s au­di­ence and rev­enues by mak­ing ma­jor changes to many as­pects of its or­gan­i­sa­tion. New F1 mo­tor sports MD Ross Brawn, 62, has talked about mak­ing F1 “purer” and eas­ier for view­ers and spec­ta­tors to un­der­stand. Al­though he is re­garded as one of the great­est tac­ti­cal en­gi­neers in the sport’s his­tory, Brawn has con­fessed to nd­ing races dif­fi­cult to fol­low when watch­ing on tele­vi­sion in re­cent years.

“I want a fan to be able to turn on a race half­way through and know what’s hap­pen­ing, be­cause, at the mo­ment, un­less you’ve fol­lowed it from the start, you don’t,” Brawn said. He added that he “al­ready has ideas of things we should study and per­haps in­tro­duce in 2018 or ’19”.

Brawn has dropped sev­eral hints about ar­eas he wants to look at. He has de­scribed the DRS over­tak­ing aid as “ar­ti­fi­cial” and has be­moaned “short-term, knee-jerk re­ac­tions” that shape poor rule-mak­ing. The dou­ble-points nal in 2014 and the asco over chang­ing the qual­i­fy­ing for­mat in 2016 are ob­vi­ous ex­am­ples.

F1 chair­man Chase Carey wants to en­hance the amount of pro­mo­tion given to the sport. Sean Bratches, former ESPN ex­ec­u­tive and F1’s new com­mer­cial chief, said he wants to strengthen the core Euro­pean races and make race at­ten­dance more of an oc­ca­sion. He will also look to es­tab­lish new races in “iconic US cities”, and in Asia and Latin Amer­ica. Bratches’ other man­dates in­clude bet­ter use of dig­i­tal me­dia to en­gage fans and pro­mote F1’s per­son­al­i­ties, and a more demo­cratic de­ci­sion-mak­ing process.

Carey said: “I have been hear­ing the races are too pre­dictable, they need to be more com­pet­i­tive, that the rules have got­ten too com­pli­cated, that the en­gines need to be louder and faster and cheaper. I hear that the en­gi­neers have over­taken the driv­ers. They are com­pli­cated is­sues, but our job is to wade into them. We have a great sport and we start from a great place, but clearly we can make it much bet­ter than it is from those per­spec­tives.”

Brawn: “I want a fan to be able to turn on a race half­way through and know what’s hap­pen­ing”

New F1 mo­tor sports MD Ross Brawn is no fan of DRS, hav­ing de­scribed it as “ar­ti­fi­cial”

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.