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Virgin sporting director backs free-to-air coverage

Graeme Lowdon argues that F1 needs to remain on free-to-air TV and not go down the pay-per-view route
Graeme Lowdon, the sporting director of the Virgin Racing team, has said that F1 is 'served much better in the world of free-to-air' television after rumours emerged linking Rupert Murdoch's News Corp group with the sport.

Reports last week suggested that News Corp was looking into the formation of a consortium to try and secure control of F1, although another possible option being viewed was to secure broadcast rights to the sport when the current five-year deal with the BBC - which started in 2009 – comes to an end.

If such a move were to occur and Murdoch's BskyB were to gain broadcast rights, it would take F1 away from free-to-air coverage onto pay-per-view TV for the first time in the UK, although F1 Digital+ did run alongside terrestrial coverage on ITV back in 2002.

One issue could be linked into the Concorde Agreement that governs the sport, which is believed to contain a clause stating that F1 has to be broadcast free-to-air in major markets due the larger audiences that can be gained compared to pay-per-view coverage.

However, discussions are ongoing regarding the latest version of the Agreement, which runs out in 2012, with the possibility that pay-per-view coverage could be seen as way to bring in additional revenue in the short-term from a broadcaster prepared to offer the money required to secure broadcast rights.

Rumours have already suggested that BBC bosses are questioning the viability of showing F1 coverage at a time when pressure is being put on them to make savings [See separate story HERE].

Despite the potential for short-term income however, Lowdon said he felt the sport was better off staying free-to-air in an attempt to boost popularity, rather than chasing the short-term fix that pay-per-view would offer.

"F1 is an incredibly popular sport,” he told the BBC. “It's talked about by people. It's the ultimate team game and the drivers are the heroes. If you remove the majority of the public, it removes a lot of the spirit of what F1 is about, as well as the ability for the teams to stand on our own two feet without reliance on the commercial rights holder.

"It's more important that we have an agenda that grows the popularity of the sport than one that gazes inwardly. F1 is way bigger than pay-per-view and deserves its place on the global stage with the viewing figures it gets. We would be concerned if the sport was heading towards a pay-per-view only model.

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Rod Serling

April 26, 2011 1:27 PM
Last Edited 1953 days ago

I will no longer watch F1 if it is on pay-per-view television. I will not sponsor the senseless reduction in audience for such a short term gain. Reduce the audience & you reduce the significance of the sport, such as pay-per-view has done for boxing & darts etc. In my opinion pay-per-view, with the advent of the internet has had it's day.

philbell800@msn.com - Unregistered

April 26, 2011 1:38 PM

I suspect sky thinks it would bring in a lot more subscribers but in reality most people won't pay for something that is only on a couple of hours a month. I certainly wouldn't subscribe, at best I'd watch a few european races in the pub, other than that I wouldn't bother and I haven't missed a race since '94.

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