Formula One coverage is set to switch from BBC to ITV for the start of the motor-racing season and Grand Prix fans are worried that the commercial broadcaster will not reach the high standards set by the BBC.
A report by CIA MediaLab found that 45% of motor-racing fans between the ages of 15 and 34, ITV’s prime target audience, thought that the quality of Grand Prix coverage would decline with the switch to ITV. Only 10% of the sample expected the quality to improve.
Anthony Jones, head of CIA MediaLab, said: “ITV’s sports coverage is traditionally viewed as the BBC’s poor relation in terms of the quality. Formula One appears to be no exception. The acquisition of Formula One is a prime opportunity for ITV to prove the doubters wrong and harness the valuable male upmarket audience.”
….Meanwhile ITV has commissioned Jamiroquai to write, record and perform the theme music for its Formula One programmes.
CIA MediaLab: 0171 803 2313
ITV: 0171 843 8217
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