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Oliver Marks / ZDNet
Tied into this event evolution and staying on trend with where the audience is today and tomorrow, NASCAR has close relationships with broadcast TV and also have its own major television and production facility in Charlotte, including vast archives of past races, all of which are being digitized with the original tape and film then sent off for safe keeping in secure former salt mines.
Also: Photos: How Team Penske uses 3D printing to build cars TechRepublic
I will get into the details of this and how multiple levels of technical race day events are run in a future post. To whet your appetite for that, NASCAR has one of the largest broadcast production facilities on the east coast and is in line for technical Emmy awards, highly sophisticated track-side sensors, and GPS real time racer data capture during races, and a fleet of trucks that transport over 20 miles of fiber for installation and breakdown at all grand national race track events.
Creating and staying on trend and relevant for the future
All this technical sophistication is irrelevant if it does not resonate with the audience, the lifeblood of the sport, and like other sports, there are huge modern challenges with measuring where that audience is and where and how they are engaging and focusing.
TV remains the core distribution medium, with streaming now evolving how races are consumed and where measurement metrics continue to work reasonably well along historical lines to define audience engagement.
Also: Watch: A robotic race car zips around this historic track
The rest of digital remains an evolutionary challenge, as conservative media and marketing businesses attempt to analyse new world habits and formats using old fashioned logic — a widespread problem shared across many different business verticals today.
NASCAR is arguably leading the way with its digital evolution in domestic US motorsports and the media ecospheres and sponsors that rely on them.
In my next post, I will discuss some of the details of NASCAR’s technical operations as the season reaches its climax.
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