Australia’s leading motor sport category, V8 Supercars, starts the 2015 season this weekend (7th and 8th of February) with a 2-day test session at Sydney Motorsport Park. The event is designed both as an opportunity for teams to get down to business and work on their new cars (and some new driver line-ups) to get as much pace going in the lead up to the first championship event of the year, the Clipsal 500 in Adelaide, and as an opportunity for fans to get up close to the cars and press the flesh with the drivers.
V8 Supercars is an organisation taking their first steps into a new era. The state of the local car industry has forced change on the category, with Holden and Ford both pulling out of local production of rear wheel drive family sedans powered by large and (in the minds of most consumers) thirsty V8 engines in the next few years. V8 Supercars has released the second phase of their “Car of the Future” concept (which mandates standards which competing cars have to follow in relation to engine configuration, body, suspension, etc.). Phase one was about establishing the formula as it has existed for some time – large four door sedans with V8 engines.
Phase two has wisely opened up the category to a broader range of possible car configurations, including cars with two doors, and different engines. These changes will build on the progress that has been made with phase one, with Nissan, AMG/Mercedes (Erebus Motorsport) and Volvo welcomed into the category alongside traditional rivals, Holden and Ford. The addition of these marques has been a positive for the category. Not only has the change increased the likelihood of attracting new fans and sponsors to the sport, it has also added credibility within the international motor sport industry, though the category is already well respected by those in the know.
It will be interesting to watch over the next few years as other manufacturers or privateers sniff around and look at what benefits participation may bring them, and how the existing manufacturers evolve with potential new models taking the place of the current crop. As long as the category provides the structure and revenue to support the elite Australasian drivers and remains attractive to high profile local and international sponsors, and the racing is close and action-packed, the changes shouldn’t have an adverse effect on it’s success.
The other major area where V8 Supercars is breaking new ground starts this year, with a new television deal. In the recent past TV coverage has been owned by Channel 7, with the Speed channel on Foxtel cable showing delayed replays of each race in high definition (HD). This year both Channel 10 and Fox Sports are sharing the overall rights to the broadcasts of qualifying and races. In the breakdown of the event calendar, for the first time some events will be exclusively shown on Fox Sports, and not shown on free-to-air, and this has caused some derision among rusted-on supporters on social media.
One wonders whether these folks were the same who were often critical of Channel 7’s broadcast and commentary. Some of the moments promoted as live were not, and as with the delayed telecasts of the NRL, one had to avoid social media and news sites to ensure some results were not found out before watching the broadcast itself. At the same time there was criticism of Matthew White’s role as a commentator, and even Mark Skaife. Though Skaife and Neil Crompton possess the professionalism, knowledge and experience to play credible roles behind the microphone, it was believed White lost credibility overall by appearing on other Channel 7 content like Today Tonight. There is some substance to that, but the biggest frustration with the Channel 7 coverage was that it was broadcast in standard definition (SD), rather than the HD it was filmed in. For those of us with young children and busy weekend schedules, it was often more satisfying to avoid 7 altogether and watch the replay on Foxtel’s Speed channel – broadcast in HD.
Those who have threatened to avoid the category because of the change have been challenged to give up a slab of beer or a carton of “smokes” to save the money to pay for Foxtel ($50 per month) to gain live access to every race meeting in the calendar. If someone is passionate enough about something they will find a way to make it work, but I think the beer/smokes solution is over-simplifying the issue. V8 Supercars is asking people to pay for something they haven’t had to in the past. People don’t tend to like that. Having worked in an insurance brokerage transitioning from traditional insurer-paid commission to a fee-based advice service, I know all too well how resistant people can be to change, and especially change that involves the hip pocket.
As with the axing of the North Sydney Bears from the NRL competition, there may well be some fans who are lost from the sport for good. The best way for V8 Supercars to limit this potential damage is to add value, innovate and provide more content. They have taken steps to do exactly that.
The coverage on Channel 10, while broadcast in SD, will be simulcast in HD on Fox Sports, and the Foxtel-only races will also be broadcast in HD. This will include practice sessions, qualifying and the races themselves. Highlights shows of the Foxtel-only races will be shown delayed on Channel 10. All race weekend coverage will also be available live on Foxtel Play so existing Foxtel subscribers can watch the content on their PCs, tablets and smartphones.On top of this content there will be additional shows dedicated to V8 Supercars broadcast on both 10 and Fox Sports.
There is further work being done to maximise the potential of V8 Supercars’ social media properties and mobile apps. This “second screen” approach (where viewers can watch the race on TV and interact with fellow supporters and V8 Supercars administration and even key racing team members and drivers) builds on the overall entertainment experience. Maximising the potential of this customer engagement space is challenging and one that will continue to evolve.
As a follower of James Courtney (V8 Supercar driver with Holden Racing Team and 2010 Champion) on Facebook I was exposed to a terrific example of how the goalposts have shifted for technology and fan interaction. He was at home one evening with nothing much to do or watch on TV, so he posted a message asking fans to ask him questions. He spent the next two hours doing his best to answer as many of the hundreds of questions that followed. Though Formula One is rightly lauded for it’s position in world sport, it’s talent, technology and innovation, it cannot hope to compare with V8 Supercars when it comes to driver accessibility. V8 Supercars has done a good job of embracing the technology that allows this engagement to happen.
As the red lights go out for the first race at Adelaide’s Clipsal 500, one can only hope that the quality of the racing on show matches the potential of the entertainment package V8 Supercars has developed for this year, and that it continues as the category evolves over the next few years.
P.S. It’s always exciting to see a new team and/or driver join the category and I will be eagerly cheering on the team at New Zealand’s Super Black Racing as they look to make their mark on the V8 Supercars championship this year.
