To increase the popularity of F1, Media needs to play a key role - Abhay Arya

Remember the adrenaline rush you felt when you watched Vin Diesel racing against Paul Walker in the hugely successful movie franchise ‘Fast and the Furious’? Or when the US police catches the perpetrator after a high speed car chase in the reality television show ‘Cops’?

Speed provides thrill and excitement to all people across ages. Add to that powerful roar of engines and burning rubber on the asphalt and you have got an entertainment package which sells itself. So why is that F1 racing in India is still not finding a following? The blame rests on the media.

I am sure that most of you remember huge number of people who copied the Salman Khan hairstyle of Tere Naam, and when people starting naming their children ‘Surabhi’ after the eponymous show. No one can forget the increase in number of first time smokers when the first ad of Marlboro Man came out. All of this can be attributed to media exposure. Throughout recent history, media has been the driving force behind the creation of a culture. It has the power to influence behavior of an entire civilization.

Advertising also plays a huge rule in creating a buzz about the events. But Indian media has failed to capitalize the opportunities in that channel as well. To create a buzz about such an event requires regular ads throughout the year, but Indian media promotes the event just during the racing season, thus failing to create the necessary sizzle.

India has the potential to be a huge market for F1 and now it is time for Indian media to understand that.