Online Delivery of Formula 1

// Story

Formula 1 is upgrading their technology position in order to support the growing global demand for online access to the sport. Announced this past Thursday, the partnership between F1 and TATA Communications begins with hosting the Formula 1 website on their network. Receiving between four and seven million unique visitors a race weekend, the site's increasing media-centric content is causing demand for improved online speed from all corners of the globe.

Vinod Kumar, MD & CEO, Tata Communications and Bernie Ecclestone, CEO, Formula One groupWith a blisteringly fast 1-Terabit per second network, the TATA communications infrastructure will fuel the future of media delivery for the sport while simultaneously saving money. Joe Saward brings up an excellent point in his commentary on this news, that this partnership may be motivated by lowering the costs of the broadcasting expense of the sport, while simultaneously extending the reach of the F1 and its advertising exposure. Currently, Formula 1 sends it's own broadcasting team to the races to cover the sport, including cameras and editing team. This complex, known as "Bakersville," was started by Bernie Ecclestone in the late '90s as a way to deliver the highest quality digital content directly from the track to broadcasting partners around the world. (Here's a great page from the history books, from inside Bakersville in 1999, also by Saward).

// Future

I am, as both a technophile and F1 fan, thrilled by the potential of this new partnership. Tremendous opportunity exists for F1 to delivery higher quality content and rival the best of American sports coverage. It was only this past year that F1 finally embraced high-definition content delivery to it's broadcasters, six years after NASCAR started HD broadcasting. Though the American F1 community mocks NASCAR for several reasons, NASCAR has F1 beat when it comes to American coverage and interaction.

Watching the (lack of) Daytona 500 yesterday, anyone who showed up on screen, driver or announcer, had their Twitter handle listed just below, along with a new hash tag created just to round up the discussion about the rain delay. This effort by NASCAR and FOX is a major step in the right direction for social media integration, and should be watched closely by Formula 1.

In terms of on the television, if you've watched a race on DIRECTV satellite service, the NASCAR HotPass is a great example of the diversity of programming that we really need. Viewers can choose in-car cameras from the top four drivers, watch the map of the track with car positions, and you can choose from team radio feeds to listen to as well. This might be a tough sell to much of the secretive aspects of the Formula 1 teams, but needless to say, NASCAR has got it right when it comes to fan-immersion.

Can internet TV bring that kind of experience to F1? It's not only possible, it's inevitable.  Like the music industry struggled to grasp the power of internet distribution, Formula 1 has resisted the trend and is now finally embracing the potential with this new deal with TATA.  Though spending a night on the sofa watching YouTube on your TV doesn't exactly sound like a great future for entertainment, the new ways to experience interactive and in-depth content is on it's way. Last night's Oscars brought exclusive camera views of the red carpet and backstage areas via online streaming on their site, and the Superbowl this year was broadcast online as well (albeit a frustrating first try on their part).

Having Twitter and live timing running on the laptop while watching SPEED's coverage of F1 is the norm for the hard core fans these days, but the one-way interaction with the sport is leaving lots to be desired.  Where could this new partnership with TATA take Formula 1? 

He's a list of what I'd like to see come of the new Formula 1 website:

1. Choose a number of cameras, up to 8 for example, and pick their location and size myself
2. Listen to pit wall radio feed for any team
3. Listen to Race control (FIA) radio feed
4. Watch driver's briefing before race
5. Live timing built into the interface
6. Twitter/Facebook chat with others (group chat with friends preferred)
7. Full driver interviews afterwards
8. All content stored for viewing later
9. All 1080p HD, high bitrate codec preferred

It may be a lot to ask for the first try from Formula 1, but if all they provided was a copy of the feed from the track for a monthly fee, I'd be a happy camper for now.  There's tremendous room to grow and a promising opportunity for the sport to engage media and the more connected fan base in the US.  We are accustomed to a more connected lifestyle overall, so we expect a bit more than a singular show with limited interactivity.

If you want a taste of what's to come to your TV, I'd recommend you take a look at what Google is trying to do with GoogleTV.  Built into your TV set or a stand-alone box, GoogleTV brings interactive environments to your living room with a developer platform that affords opportunity to engage rapid growth and entrepreneurial investment.  MSNBC's app for GoogleTV is a great example of the kind of seamless interface and slick package that could be adopted with a dedicated Formula 1 application.  Let's hope Bernie's got some tricks up his sleeve and we'll see something that fans across the world can access, in high quality, without costing an arm and a leg.

New Year, New Toys

As we await F1 Winter Testing to begin, we're working on other creative ways to keep you engaged.

Pinterest - the virtual pinboard

New on the social networking scene is Pinterest. It is a virtual pinboard: you find things that you are interested in or inspired by on the internet, and you "pin" online images and videos of the objects to your virtual bulletin boards. Like tumblr, other users can "re-pin" your objects to their boards if they share your interest. Broken down, it is another way to socially interact over shared interests on the web.

Between August and December 2011, Pinterest has grown from 1.2 million users to over 4 million.

The majority of Pinterest users appear to use it for style, design and cooking inspiration. Instead of creating 537 internet bookmarks for every gluten-free recipe that you find, you can "Pin" them to your self-titled "Gluten Free Pinboard" and have them in one spot.

What does this have to do with racing?

I created an Austin Grand Prix Pinterest account in December with the intent of organizing pictures and videos of motorsport and everything related - What books can I read about Formula 1? What movies are out there about historic motorsport moments? Who are the F1 drivers and teams? Instead of getting sucked into a black hole of F1 info, you can peruse our boards and if you're interested on knowing more about a specific topic, just "follow" that Pinterest board for updates.

What appeals to me the most about Pinterest is that you can find others who share your interests and discover related content that you may never have known about before.  To learn more about Pinterest, check out their website, read this beginner's guide from Mashable or the Wikipedia entry.  Other racing brands are jumping on the bandwagon, as SPEED TV announced their Pinterest account today.  As they say in the Pinterest world, Happy Pinning!

Here is a link to The Austin Grand Prix on Pinterest. I will be updating our "Pins" frequently so check back for new content weekly.

TIP: You must request an invitation to join Pinterest. If you need one, send me your email address at Pinterest {at} TheAustinGrandPrix.com

The Austin Grand Prix on Pinterest.com

AUSTIN - MAKE IT HAPPEN!

How do you summarize an amazing four days in a foreign country where you were welcomed by friendly and fun people from around the world and created lifelong memories and friendships? How do you capture the energy and enthusiasm shared with you from people around the world that proclaim their interest and promise in visiting your hometown in the near future? How do you retell the experience of hearing, smelling, seeing and, most importantly, feeling the rush of a Formula One race car only feet (or meters) away in a legendary city at one of the most historic races of recent history?

Perhaps actions do speak louder than words:

Austin, MAKE IT HAPPEN! from The Austin Grand Prix on Vimeo.

For the F1 newbies, you may be asking yourself: Who is this man and why is he standing on a chair commanding the attention and uproar of a crowded pub, nonetheless talking about the Austin City Council?

Well, what had happened was…Will Buxton sent out a tweet inviting his Twitter followers to meet for drinks in Montreal the night before the Canadian Grand Prix. His pals Karun Chandhok and Charlie Whiting* were in attendance, in addition to many other F1 VIPs.

Will's F1 Drinks Tweet

Will is a gregarious and well-respected F1 pit reporter for SPEED TV Channel in the US. We met Will and he immediately shared his informed concern on recent and upcoming Austin City Council agenda items, although he admits he’s not so sure what happens at American city council meetings (and, who does?).

After meeting Will and mingling with F1 fans from around the world (including a lovely and lively bunch from Vancouver who would have come back to Austin with us if we had enough room in our suitcases :), we were moved, yet not terribly surprised at the support everyone shared for making the Austin Grand Prix happen next year.

The pub was jam-packed with outgoing people from around the world. Their common thread: F1 racing. When Kevin and I booked our Montreal tickets six months ago, we saw the importance and opportunity in experiencing a Formula One race close to home and returning to Austin with stories to share. We are *still* mulling over the 5,000 pictures and hours of video shot.

The more and more people Kevin and I met the more inspiring stories we heard and were able to capture. At one point, I went up to Kevin and told him to have his camera ready, just like at April’s Press Conference with Bob Varsha. I asked Will if he would garner the support of the entire pub so we could send a special message back to Austin and the City Council. We shared the plan with F1 fans throughout the pub, and then Will jumped up on a chair and shared his support, which is felt by F1 and racing fans from around the world:

“MAKE IT HAPPEN!

WE’RE GOING TO COME!

IT’S GOING TO BE AMAZING!

MAKE IT HAPPEN!”

So what is Will talking about? You thought everything was approved since the facility construction is progressing nicely? Even the famed Sutton Images had GREAT progress to report from their visit last week.

There has been a lot happening in Austin lately surrounding the Circuit of the Americas (“COTA”) facility and the subsequent Formula One races, which are scheduled to start on June 17, 2012. The most pressing issue is the upcoming Austin City Council meeting to be held this Thursday, June 23. At this meeting, the City Council will be asked to:

1. Approve a resolution authorizing the City Manager to complete the agreement with the Texas Comptroller and proceed with the Major Events Trust Fund (“METF”) establishment with Formula 1 U.S. Grand Prix; and

2. Approve a resolution authorizing the newly created Circuit Events Local Organizing Committee (the “LOC”) to act on the City’s behalf and authorizing #1 above.

Let us first say we recognize how confusing and difficult the Austin City Council and Texas Major Events Trust Fund issues are to navigate. The Austin Grand Prix is made up of Formula One fans, but first and foremost, we are proud and loud fans of the great city of Austin, Texas. We support responsible and sustainable growth and expect all actions surrounding Formula One United States Grand Prix and the Circuit of the Americas to be in the best interests of the city of Austin and its bar none citizens.

That being said, we were pleasantly surprised to read about last week’s revelation that Full Throttle Productions, LP (Tavo Hellmund’s entity promoting the race and the major backer) has decided to front the $4M annual city funds required to access the State of Texas’s METF. This means Austin taxpayer support will be eliminated and COTA would still have access to the METF funds which are generated by tax dollars and specifically set aside for major sporting events. (Note: the METF funds CANNOT be reassigned for other state budget issues, such as education, despite knee-jerk statements made by F1 opponents).**

With your active participation last year, we were able to share your support for F1 with the Austin City Council and Travis County Commissioner’s Office and we are asking for your loud voices to be heard again. Now we need your help to follow through on Will’s message to MAKE IT HAPPEN!

1. Share Will’s video with your friends and get people to post comments saying “AUSTIN - MAKE IT HAPPEN!” on the Vimeo video page, at the end of this page, on our Facebook page or send a Tweet to @AustinGrandPrix. Anywhere and everywhere!

2. We have found at least three different electronic petitions started by Austin F1 fan groups that could really use your support. Please take the time to sign each one of them and pass them on to your friends as well. You do not need to live in Austin or even Texas to sign these petitions!

Petition 1

Petition 2

Petition 3

3. As with all of our Calls to Action over the past year, your *personalized* and *individual* messages to Austin City Council members go a long way. I have spoken to Mayor Pro Tem Mike Martinez and he told me he READS EVERY EMAIL! Not his assistant; not someone on his staff; but him personally. I don’t know about you but I have a hard enough time keeping up on email. He has received over 2,000 emails regarding the upcoming June 23 meeting. Can we double that? (Sorry Mike! ;)

The Austin City Council consists of the following respectable individuals:

Lee.Leffingwell@ci.austin.tx.us

Mike.Martinez@ci.austin.tx.us

Bill.Spelman@ci.austin.tx.us

Chris.Riley@ci.austin.tx.us

Sheryl.Cole@ci.austin.tx.us

Randi.Shade@ci.austin.tx.us

Laura.Morrison@ci.austin.tx.us

We suggest you make the subject of your message: “AUSTIN – MAKE IT HAPPEN!” and include a personal message regarding your feelings about F1 in Austin 2012.

4. Attend the City Council meeting this Thursday by following the instructions posted on this page:  Citizen Participation. As mentioned earlier, the Austin City Council will meet at 10:00AM CST this Thursday, June 23 at the Office of the City Clerk, City Hall, 301 W. 2nd Street, Suite 1120, Austin, Texas 78701.

5. If you cannot attend this week’s Council meeting, you can watch it live online via the City of Austin’s Channel 6.  Although please be patient, as we had so many viewers tune in once that we crashed the live webcast – whoopsie!

Thank you for seeing this article through to the very end. As with all great things, nothing is simple. We look forward to your support and seeing you in Austin in 2012 – MAKE IT HAPPEN!

*The real Charlie Whiting on Twitter, however the Fake Charlie Whiting IRL (legally).

**This is our very brief summary of the METF issues. Luckily, our friends at the Austin American-Statesman, Austin Business Journal and Austin Chronicle have spent many hours hashing it out (just click on their hyperlinked names).



Update on 2011-06-21 04:22 by Kerri Olsen

The Austin American-Statesman just posted this: Don Hoyte, a former economist for the comptroller's office, releases new economic predictions for Austin's Formula One race. Check out the article here.

More great news as the Austin City Council prepares for their meeting this Thursday.

Speed TV Interview with Tavo Hellmund

The Speed Channel (www.speedtv.com also available on cable & satellite TV), primary media carrier and "voice" of F1 in the U.S., conducted a phone interview with  U.S. Grand Prix promoter Tavo Hellmund of Full Throttle Productions, LP.  Click on this link to view and listen to the phone interview:

Post a comment and stay tuned for the latest Austin U.S. Grand Prix news and updates right here!

KO