To increase popularity of F1, Media needs to play a key role – Santosh Pradhan

Formula One has been expanding its foothold in Asia with nine races that took place here in the 2013 season, corresponding rise in F1 TV ratings however have hardly kept pace. The lack of competition in the F1 space and the lack of knowledge about the sport has been a key reason behind degrading audience responses. The overhyped Indian Grand Prix was a major failure economically, with sky rocketing ticket prices playing spoil sport. The popularity of the sport can be increased by a measured and judicious use of media. Formula 1 is the biggest global sporting series in the world yet its brand partners are struggling to amplify the value of their sponsorship rights through branded video content. Only 24% of sponsors create video content around their sponsorship. Most video content fails to gain a significant audience with 66% of those videos achieving less than 1,000 video views on You Tube. Despite a quoted global TV audience of around ½ billion across 185 countries, less than 10% of F1 sponsors create content for use by F1 broadcasters.

Audiences crave content about F1 that fuels their passion for the sport. Right from using television to digital content which can engage the audience can go a long way in enhancing the overall experience delivered by F1.F1, with all its luxury trappings, could well be a game-changer for Indian brands that are keen to be seen as inventive and progressive