Why F1 must embrace the digital revolution

Why F1 must embrace the digital revolution

Controversy is still following the BBC/Sky deal that has made British fans so angry, but others see it as an opportunity for F1 to finally embrace the digital revolution. Dieter Rencken and Virgin Racing's Jim Wright explain why

As controversy continues to surround the cosy BBC/Sky contract – with Liberal Democrat spokesman for Culture, Media and Sport Don Foster demanding answers from the national broadcaster and commercial rights holder Bernie Ecclestone - there are many in the paddock who, while not condoning the deal in any way, believe it inevitable that the sport's media landscape would receive a massive shake-up sooner rather than later.

Every single media-driven business, be it broadcasting or publishing, music or sport, has been forced into change by the digital revolution which has decimated unwary industries and companies across the globe. Never before has complacency been a bigger corporate sin.

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