Aug 3rd, 2010 by T.C.
As NASCAR continues to look for ways to improve the sport, both on and off the track, one area I believe they are missing a huge opportunity is with their online content. While there are plenty of articles, blog posts, and video clips available at NASCAR.com and the many other racing related websites, NASCAR is trailing most of the other major sports with their live streaming options.
NASCAR’s current online presence is controlled by Turner Sports, a division of Turner Broadcasting Systems, and has been since 2001. In 2008, the two entities extended their online deal through the year 2014. This puts Turner in direct control of NASCAR’s official online footprint.
Currently, outside of the six races that TNT’s RaceBuddy is available online, NASCAR.com’s online offerings are pretty scant. TrackPass offers scanner audio, timing and scoring data, limited MRN/PRN broadcasts, and some weird virtual racing animation called RaceView. There are also some short feature shows and racing highlights available each week. There is however, no way to watch races streaming live online, view archived race footage, or even listen live to MRN and PRN broadcasts and shows.
And compared to the other major American sports, NASCAR is still in the digital ice age. For example, while they don’t offer live streaming video of games online, the NFL does have live online streaming audio for all 32 teams. Major League Baseball has their MLB.TV package that allows fans to watch every regular season game live online, and they’ve been doing so for years. The NBA offers League Pass Broadband that allows viewers to watch 40 games a week live online including full DVR features, plus every game from the season is archived and available at any time to watch in full replay. Even the NHL has Gamecenter that offers live online games, plus they just added a new archive of old and classic games that are available for download. Everyone else seems to get it, except NASCAR.
The biggest obstacle appears to be that NASCAR has several partners in terms of broadcasting, and getting them all to agree on a fair package might be difficult at best. But the one key factor that could change everything is NASCAR. It’s their product in the end, and if they wanted it done, it could get done.
Just to give you and idea about what the networks think, earlier in the season when asked about streaming races online, FOX’s David Hill said that they would not do it, so as to protect their local affiliates. After reading that, and knowing the difficult situation that network television is in, I can understand his position. What’s interesting to note however, is that while he’s not okay showing NASCAR races online for fear of harming his local affiliates, he’s certainly okay “harming” them by allowing Major League Baseball to stream every single game online with it’s MLB.TV package while FOX continues along as part of $3 billion TV contract with MLB that runs through 2013. Good one David.
What NASCAR needs is a comprehensive online package that would allow fans to pay a subscription fee for everything mentioned. Allow them access to live audio and video of press conferences, practice sessions, qualifying, and races online. Make RaceBuddy available for all 36 races. Give them access to listen to all of the MRN and PRN broadcasts and shows. Want scanner audio for every driver you? You got it! Offer several different packages at different price points, and let them choose what they want. There is so much activity going on during the week and at the races on the weekend, and it could all be available for consumption, 24 hours a day, seven days a week, right on NASCAR.com. Cha ching, cha ching!
NASCAR needs new ways to connect with their fans, and they are always looking to expand the sport’s reach. They have a golden opportunity lying right in front of their faces to accomplish both, and they have chosen to ignore it. Somebody please explain this to me.
TheNASCARInsiders.com
Follow the Insiders on Twitter or be a fan on Facebook!
