The advent of the digital age leaves Formula 1 with the difficult task of balancing the sport's media spectrum and keeping both sponsors and fans happy.
Under the Ecclestone era, F1 added pay-TV broadcasting to its traditional free-to-air services, but under the ownership of Liberty Media the sport is now investigating ways to offer its own 'Over the Top' digital brodacast model dedicated to F1 content.
CEO Chase Carey admits however that F1 will need to strike a subtle balance between its various distribution channels.
"In terms of the television arena that we deal with, I guess the way to describe it is that there are three or even four potential arenas that we are engaged with," Carey told Motorsport.com.
"Traditional free [to air], pay, digital and then our own probably more direct 'over the top' product. To some degree what you have is conflicting goals across them.
"Probably the economic premium paid gets higher as you go up the ladder, but the reach gets less.
"For us the goal is to maximise long-term growth, not to find a short-term pop. So I think we’re trying to balance what is the right mix of reach and direct economic value.
"Clearly there are impacts on other partners we have – for sponsors the fan engagement is obviously very important.
"So if you’re energising the sport I think we want to make sure we continue to position it for long-term growth that finds a balance between that reach and those economics as opposed to just where you can get the biggest buck."
Carey says however that digital will likely inherit the bulk of the audience, although the process won't happen overnight.
"It’s more and more heading to various forms of digital platforms," said the American executive.
"I don’t think it will happen as fast as some people think – because some habits die hard, and there is a value in volume and choice.
"I think on the programming side there’s still value in reach. I think directionally it’s going there, but it will take time.
"I think there’s no question that there will be a lot more ways that content will continue to be offered to consumers that I think will benefit consumers on both ends of that."
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