BTG: Discussing ADRL’s Innovative Online Video Broadcasts

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The ADRL recently unveiled its latest innovative addition to drag racing - live, online all-access video broadcasts of each event.Needless to say, it’s been a hit with fans and is yet another example of the ADRL furthering the sport we all love. But it didn’t happen overnight and it took careful planning to make it happen.Now that it’s here, the live broadcasts continue to add to the ADRL’s creative mindset when it comes to presenting the sport to its fans.ADRL Executive Vice President and 8-time Emmy Award-winning sports producer Jeff Fortune talked about the significance of this move, what it means for drag racing and how the fans have responded in the latest Beyond the Guardwall segment.This is the first of a two-part BTG series. The second part will appear on the ADRL website, www.ADRL.us on Tuesday.ADRL: First off, this seems like a very big deal. In your eyes, what is the significance of this announcement?JEFF FORTUNE: This is an enormous deal.This is changing everything about how we present the ADRL to the world.You know, the ADRL has always tried to do the things that made the most sense for our business and our world today regardless of what others thought.We looked at the coverage options and the Internet is by far the best way to meet the needs of our fans. It has almost 100 percent penetration, there are fewer time constraints and we can make it available when fans want to see it.ADRL: Is this something that can change the racing industry and make the ADRL an even bigger player worldwide?FORTUNE: Absolutely. We are now making entire events available to the fans.ADRL: What was your initial reaction to the feedback you’ve received and why has there been such an incredible reaction to this live online video coverage?FORTUNE: It is incredibly encouraging because we know how much more we will still be doing.This is the first taste. Its like I told everyone, ‘This is like going from black and white to HD in terms of the giant leap we have taken in production. This is a great compliment to a great television program. With TV, you can cover a lot of broad subjects to attract fans, while you can give fans more complete live coverage online.It is just a much better solution for everyone.ADRL: Why do you think this will revolutionize drag racing and the way it is covered?FORTUNE: First, drag racing is about the toughest sport there is to capture on TV.A lot of things that make it so popular are difficult to transfer to a TV screen, which is why different things must be presented in your television programs. The speed, sound and smell all combine to create an amazing sensory experience when you see it live, which is what the online experience can bring.The online coverage also gives you added access to the personalities in the sport. When the drivers perform, they wear helmets and are strapped in the car.We can now spend the time to visit their pits, watch them in action and get to know them. We can also explain what is going on. Most importantly, it is interactive. People are asking us questions online and we can get the answer immediately, and provide it live for the world to see. That is a huge leap for the ADRL.ADRL: Drag racing has always had a difficult time finding a following on television. How does offering it through this medium make it more presentable to racing fans as well as just casual fans? FORTUNE: In today’s world, if it is not live it is old news. Live events are always more exciting. Once people know who wins and loses, a big part of the thrill is lost for any type of competition.But producing live events on TV just has too many disadvantages.First, the cost is astronomical. It costs about 300 percent more to do a show live than tape delayed. It just doesn’t make financial sense for us.Secondly, you just can’t control the schedule of a drag race. There are too many things that are unplanned and sometimes those are the most exciting things to watch.But the network has a schedule that they have to keep so you are really fighting a battle to provide good, consistent, live coverage. Again, it’s why having a great television program along with full, live online broadcasts are a great complement to each other. Television still has a huge place and is incredibly important to the ADRL, but having both television and online coverage gives fans the best of both worlds.ADRL: After watching a live event, what do you want people to come away saying or feeling afterwards?FORTUNE: I really want people to get to know the competitors and the feeling of an ADRL event. In both cases, the audience will be incredibly impressed.It takes a great number of top quality competitors to put on an event like this and if the fans can get to know them through the Internet coverage, our job of building this series will be an easy one.To read the rest of this interview and find out why this was the ideal time to make the move to live online broadcasts as well as what the future holds following this exciting leap, visit www.ADRL.us on Tuesday for the second part in this BTG series.

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