NASCAR, which has seen a significant rise in viewing figures over the last year following a restructuring of its broadcast strategy, has signed a deal with US cable network In Demand to deliver a multi-channel PPV package.
The 'NASCAR in Car on In Demand' package will offer motorsports fans seven dedicated PPV channels, featuring in-car cameras, live team communications and real-time race-car statistics displayed on animated dashboards.
Beginning in June, the In Demand offering will be exclusively available to over 12.5 million digital cable subscribers across the US. The deal is a major coup for the PPV network given that such sports content has been predominantly the domain of satellite platform DirecTV which has enjoyed notable success with its WWF PPV coverage amongst others.
In Demand Executive Vice President Rob Jacobson comments: "The PPV NASCAR package will help cable affiliates in their quest to compete with satellite, drive digital-cable boxes and eradicate digital churn."
The plans for PPV coverage of NASCAR may yet be scuppered however as such initiatives could be challenged by the US Federal Communications Commission whose legislations demand that cable companies make any new programming available to satellite companies as well.
DirecTV had been approached by NASCAR initially to create the PPV package but had considered the venture too costly.
NASCAR is not the first motor racing series to offer enhanced PPV packages, following in the footsteps of Formula One which has launched its F1 SuperSignal as a PPV service on a number of broadcast platforms across the world.
While the technological aspects of such services are well advanced, the jury is still out as to whether added value PPV offerings can be successful when running alongside the traditional live action feed.
US motor racing franchise NASCAR has unveiled a significant new partnership to develop pay-per-view content.
