Digital F1 Plans on the Cards: Brawn

Liberty Media’s first full season is almost at an end. They have spent the year analysing where F1’s strengths and weaknesses are, and working out what it can do to improve matters in 2018. One area of focus has been digital platforms, which was an area that former F1 supremo Bernie Ecclestone had neglected. Ecclestone did not see much profit potential in it. But F1 managing director of motorsport Ross Brawn has a a few digital F1 plans in mind.

Ahead of the season finale in Abu Dhabi, he said that Liberty was close to finalising exactly what it will do next year. According to Brawn, there will be new products that will delight those that follow the sport. “I think quite frankly F1 is almost a start-up, because there had been so little done on the digital and social media front, and the way the content of F1 was presented, so for us it really had been a fresh start,” said Brawn, during an appearance at the F1 Connectivity Innovation Prize Finale at the Yas Marina.

“That is good and bad. It is good because we have got an opportunity to create what we need going forward for the future, bad because there was nothing there to build on. But there are some really exciting things that people are going to start seeing next year, in this arena, of how information is presented.”

F1 commercial chief Sean Bratches has already confirmed that there are plans for a live streaming OTT product in certain markets. Brawn mentioned that changes for fans at the track are also being worked on with Indian communications giant, Tata. One idea is for fans to have access to a high speed wi-fi network, which will then allow them to better understand what is taking place on track.

Brawn believes that the digital F1 plans will work because F1 is so content-rich. There is so much data and information that can be layered at whatever level the fan or the enthusiast wants to engage. The initial plan is to engage with the casual fan. Get them to understand how rich is the content of F1 going into it. Communication with the fans within a race is important and they can provide all those extra layers of information. Brawn promised some new initiatives next year.

The fact that most people have and electronic device helps boost Ross’ digital F1 plans. Brawn wants to make the information accessible so that people in the grandstand are not only watching the real track action but also know what is going on with the race strategy. Grant them access to tyre information, radio communication from all the cars and other such details.