Sunday, February 18, 2007

Sirius Wins With NASCAR

February 18, 2007

One of the truly wonderful things about satellite radio is the vast array of content available, and the ability to access that content so simply. The platform of satellite radio literally gives you the ability to experiment with new forms of music and new forms of radio entertainment.

I would consider myself a very casual fan of NASCAR. I have never attended a NASCARR race, and have seen parts of races on television from time to time. I could name and identify the top drivers, but on a week to week basis would not likely be able to tell you who won, or who leads in the point standings.

The arrival of NASCAR to Sirius has actually had me tune in to watch the race. The fact that I can listen to Driver-To-Crew communications during the race via satellite radio added a dynamic that I felt was rather compelling.

If I, as a very casual fan, found the Driver-To-Crew broadcasts compelling enough for me to become involved in this race, imagine how true fans of NASCAR must feel about this capability.

What Sirius has done with the NASCAR contract is what should have been done long ago. Sirius took content that is already widely available on television and radio, and added a component that television and traditional radio could not. In doing so, Sirius has built a value into their NASCAR programming. That added value is what will bring subscribers to the satellite radio platform.

In the past, traditional radio and even XM Satellite Radio were only 3 feet away from gold. Sirius took the extra step to make the programming more compelling. They added a feature that typically is only available at the track, or on a computer. Now, a NASCAR fan can tune in a race on the television, but is not tied to the couch during the 3 to 4 hour event. The fan can actually get up and do some other activities while listening to the race, and further, can get an “in-the-car” experience via the Driver-To-Crew service.

Sirius’ launch of NASCAR, and the thought that went into it, are perhaps one of the better examples of integrating sports into radio that takes it beyond the typical and into the special.

The Sirius delivery of NASCAR content is simply RADIO GOLD. It is my hope that Sirius and XM both see the successes of this type of programming, and step up how other sports, and all programming for that matter, are done. Satellite radio has the unique opportunity to create the type of content and programming that will create huge demand.

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2/18/2007 05:11:00 PM

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  • Yes, this is a good idea, but poorly executed. Each time a yellow flag comes out and the drivers are talking to the pit crew, or about any other time the driver is talking about something interesting, the channel cuts away for a commercial.

    By Anonymous Anonymous, at February 18, 2007 5:38 PM  

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