NASCAR Emerges As Social Media Leader (Updated)

Updated: Told NASCAR and Twitter will be unveiling the new "landing page" for users of the #NASCAR hashtag sometime on Thursday. For you social media types, keep an eye on twitter.com/#nascar to see how this project of embellishing the #NASCAR hashtag experience on race day may look.

The idea of establishing a page for both users and non-users of Twitter as a dedicated "second screen" during the race is a bold one. It's a totally new concept and one that may bear watching if it takes off. The column below details the idea and what both Twitter and NASCAR want from the project.

Original column from Tuesday: Marlon and the other 500 million Twitter users around the world are about to get a little more NASCAR in their lives. Being unveiled this week is a new "landing page" on Twitter that will allow fans to get a lot more race information with one click.

Even though this column will use phrases like embellished hashtag, curated tweets and second screen the fact is that the bottom line is easy to understand. There is now so much information flowing on Twitter during Sprint Cup Series races it makes sense to manage it.

Many NASCAR fans use a second electronic device in addition to the TV while watching the races. Smart phones, laptops and tablets are part of what is called the second screen. That simply means that while watching the race on the TV screen many of us are actively involved in using another screen for more interaction and information.

The program of choice on the second screen for NASCAR fans has become Twitter. It is faster than Facebook, more flexible than texting and puts any live website-based chat into the weeds in terms of ease of use. Drivers, teams, racetracks, NASCAR officials and many other parties use Twitter to get information out to fans on race day.

On Twitter, users build timelines by selecting other users they want to follow. Tweets from all those users automatically pop-up in the timeline. It makes Twitter unique for every single user. Now that NASCAR has become so populated with various users sending information to fans, it's almost impossible to manage the volume.

One feature of Twitter is called a hashtag. This was created to allow users to focus on one event without changing their own timelines. By typing #NBAPlayoffs into Twitter's search box, all of the tweets that are being made about the live NBA game in progress can be seen. Once the game is over, users simply click back to their own timeline and return to the normal flow of information they had built.

The popularity of the #NASCAR hashtag during a Sprint Cup Series race is amazing. Any Twitter user can simply type #NASCAR at the end of a tweet and suddenly their opinion is automatically published side-by-side with teams, media members and even the NASCAR officials managing the race.

To focus on this issue, NASCAR is partnering with Twitter to enhance the #NASCAR hashtag during Sprint Cup Series races beginning this Sunday in Pocono. The idea is simple. Let the Twitter professionals look at the big picture of everything coming down the pipe about the race. Then, point the tweets that can embellish the fan experience over to the #NASCAR hashtag. That is not going to be an easy task.

The theory is that a Twitter editor/producer will be able to embellish the existing flow of information by picking and choosing featured tweets and highlighting them within the #NASCAR hashtag stream. If that sounds complicated, it really isn't.

Monday I spoke with Twitter executive Omid Ashtari about this new project. We recapped some issues fans had been discussing and focused on what both Twitter and NASCAR wanted this agenda to be.

Here are some hot button topics he addressed:

Content: Twitter will not restrict any content. All tweets containing the #NASCAR hashtag will continue to be automatically placed in the hashtag stream.

NASCAR: Twitter is providing the editor/producer for this project. NASCAR is not involved in what tweets are gathered and redistributed. The project will be coordinated from the Twitter offices.

TNT: The NASCAR TV network showing the race can sample any tweets from the #NASCAR hashtag stream, but there is no direct contact between the parties. There will be no promotion of TNT programming. The tweets selected for the hashtag stream will be NASCAR-related.

Advertising: There is no advertising being integrated into the hashtag stream and that is not on the agenda. No Twitter, NASCAR or TNT advertising will be added.

Editing: No tweets selected to be added to the hashtag stream will be edited.

Goal: The goal of this project is to embellish the existing #NASCAR hashtag stream with timely tweets from various NASCAR users throughout the Twitter universe. Many of those users are not involved in the hashtag stream, so their tweets will be added by the Twitter editor/producer.

The idea is to make the #NASCAR hashtag the place to be during the race for both Twitter users and non-users. The non-users will be able to view the stream at the twitter website, while the users will continue to be able to contribute through their own accounts.

Ashtari referenced that there is a wealth of NASCAR content during the races that simply goes to waste. By grabbing that content and adding it to the #NASCAR stream it may create an amazing second screen of content for fans. It certainly is an interesting concept and one that may pay big dividends for NASCAR if it picks up speed with the fan base. We will update this topic again before the weekend.

Please add your comments or questions on this topic. Comments may be moderated prior to posting.

NASCAR Media Group Ends Its Run

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There were big expectations for the NASCAR Media Group (NMG) when it was formed in 2008. The man in the center of this photo, Jay Abraham, was named Chief Operating Officer. NASCAR had combined its broadcast, digital and images divisions into one entity. Sports Emmy Awards followed for a variety of series, specials and TV movies.

Click here to review a 2009 NASCAR.com article about the company. You may notice that there is a theme throughout the story. That is the desire for a dedicated NASCAR TV network.

"For NASCAR to consider its own network, I think that's a smart investigation," said Mark Lazarus the former Turner Sports chief in the article. "It's smart in terms of controlling their content, but also because of their fiduciary responsibility to the industry, teams and tracks."

"We wanted more control over the process of creating and distributing our content," said Abraham at the time. "With what we're building, with a very small incremental investment, we could become our own TV network if we wanted to."

But instead of moving forward with TV network plans, NMG continued to simply be a program provider. The company eventually became dependent on one TV network as the major client. That network was SPEED.

Here are some words about the network's relationship with NMG from the 2009 article:

SPEED, in more than 75 million homes, serves as a de facto NASCAR network already with exhaustive coverage through the week and on race weekends. NMG provides content for seven or eight shows a week and calls SPEED easily its biggest client.

The fly in the ointment was that NASCAR did not have an ownership stake in SPEED and therefore did not have a say in the strategic direction of the network. That direction took a sudden turn when the network dropped all NASCAR programming on Monday through Thursday and moved toward a new goal.

Click here for a 2009 CableU.tv interview with SPEED VP Robert Ecker. Here are some excerpts:

CableU: What programs and/or genres are you looking for in the next year?

Ecker: We are actively developing personality-based programs with strong characters in various automotive-related settings.

CableU: What is the key element that makes a program right for your network?

Ecker: Well, clearly we live and breathe the automotive genre, so any non-event program we commission generally has to have a minimum of two tires and a combustible engine. Beyond that, in the original program category we are primarily interested in automotive lifestyle shows that have a combination of the following five elements ' adrenaline, competition, cars, bikes and girls.

Needless to say, this ended NMG's ability to produce weekday NASCAR series for SPEED. Other than the Friday through Sunday productions from the Sprint Cup Series tracks, SPEED turned away from NASCAR and set a weekday course for reality TV series rebranded as "automotive lifestyle" programming.

While NMG had pitched NASCAR-themed programming to other cable and broadcast networks, the reality of paying for shows without getting any live races made it a struggle. The picture above was an Emmy award presented for one of the former SPEED series that NMG wound-up producing for the short-lived VOOM HD Network. 

This year, NMG was informed by Showtime that the network wanted out of its current contract for the high-profile Inside NASCAR series. That basically ended the original NASCAR programming being produced by NMG away from the tracks.

As the overall NASCAR business began to suffer, NMG had gone out and solicited other sports programming to produce. It began to become involved with college athletics and produced a variety of non-motorsports series. But as the years went by, it became clear things were not going well.

Tuesday the end came for Abraham and NMG. Brian France announced Abraham was out and a restructuring would turn NMG into the smaller and streamlined NASCAR Productions. Steve Herbst, the existing NASCAR VP who coordinates domestic and international TV rights, would also oversee the new department.

All of the non-motorsports production will end when the current contracts are over. No more college sports TV for NASCAR. ""It's the right thing that those folks are going to focus on NASCAR," said Chief Marketing Officer Steve Phelps to the Sports Business Journal. "We need to build our NASCAR audience. We need to focus on our fans. We took our eyes off the ball a bit."

Click here to read the full announcement about the changes. Three existing staff members have been put in place to manage the department. The current weekend programming on SPEED like RaceDay, Victory Lane and Trackside will continue as will the practice and qualifying coverage.

Ultimately, it's a shame that NASCAR did not chase the dream of a dedicated cable TV network when the economy was robust and the money from the current TV contract was still fresh in the bank. These days real media power lies in combining a cable TV network with digital assets.

Now streamlined, NASCAR Productions once again begins the process of trying to expand the NASCAR brand through new program series and network partners. Good luck to those taking on this challenge and goodbye to the NASCAR Media Group as we knew it. Sometimes, it seems that the only thing consistent in TV land is change.

We welcome your opinion on this topic. Comments may be moderated prior to posting.

NASCAR Emerges As Social Media Leader

Marlon and the other 500 million Twitter users around the world are about to get a little more NASCAR in their lives. Being unveiled on Thursday is a new "landing page" on Twitter that will allow fans to get a lot more race information with one click.

Even though this column will use phrases like embellished hashtag, curated tweets and second screen the fact is that the bottom line is easy to understand. There is now so much information flowing on Twitter during Sprint Cup Series races it makes sense to manage it.

Many NASCAR fans use a second electronic device in addition to the TV while watching the races. Smart phones, laptops and tablets are part of what is called the second screen. That simply means that while watching the race on the TV screen many of us are actively involved in using another screen for more interaction and information.

The program of choice on the second screen for NASCAR fans has become Twitter. It is faster than Facebook, more flexible than texting and puts any live website-based chat into the weeds in terms of ease of use. Drivers, teams, racetracks, NASCAR officials and many other parties use Twitter to get information out to fans on race day.

On Twitter, users build timelines by selecting other users they want to follow. Tweets from all those users automatically pop-up in the timeline. It makes Twitter unique for every single user. Now that NASCAR has become so populated with various users sending information to fans, it's almost impossible to manage the volume.

One feature of Twitter is called a hashtag. This was created to allow users to focus on one event without changing their own timelines. By typing #NBAPlayoffs into Twitter's search box, all of the tweets that are being made about the live NBA game in progress can be seen. Once the game is over, users simply click back to their own timeline and return to the normal flow of information they had built.

The popularity of the #NASCAR hashtag during a Sprint Cup Series race is amazing. Any Twitter user can simply type #NASCAR at the end of a tweet and suddenly their opinion is automatically published side-by-side with teams, media members and even the NASCAR officials managing the race.

To focus on this issue, NASCAR is partnering with Twitter to enhance the #NASCAR hashtag during Sprint Cup Series races beginning this Sunday in Pocono. The idea is simple. Let the Twitter professionals look at the big picture of everything coming down the pipe about the race. Then, point the tweets that can embellish the fan experience over to the #NASCAR hashtag. That is not going to be an easy task.

The theory is that a Twitter editor/producer will be able to embellish the existing flow of information by picking and choosing featured tweets and highlighting them within the #NASCAR hashtag stream. If that sounds complicated, it really isn't.

Monday I spoke with Twitter executive Omid Ashtari about this new project. We recapped some issues fans had been discussing and focused on what both Twitter and NASCAR wanted this agenda to be.

Here are some hot button topics he addressed:

Content: Twitter will not restrict any content. All tweets containing the #NASCAR hashtag will continue to be automatically placed in the hashtag stream.

NASCAR: Twitter is providing the editor/producer for this project. NASCAR is not involved in what tweets are gathered and redistributed. The project will be coordinated from the Twitter offices.

TNT: The NASCAR TV network showing the race can sample any tweets from the #NASCAR hashtag stream, but there is no direct contact between the parties. There will be no promotion of TNT programming. The tweets selected for the hashtag stream will be NASCAR-related.

Advertising: There is no advertising being integrated into the hashtag stream and that is not on the agenda. No Twitter, NASCAR or TNT advertising will be added.

Editing: No tweets selected to be added to the hashtag stream will be edited.

Goal: The goal of this project is to embellish the existing #NASCAR hashtag stream with timely tweets from various NASCAR users throughout the Twitter universe. Many of those users are not involved in the hashtag stream, so their tweets will be added by the Twitter editor/producer.

The idea is to make the #NASCAR hashtag the place to be during the race for both Twitter users and non-users. The non-users will be able to view the stream at the twitter website, while the users will continue to be able to contribute through their own accounts.

Ashtari referenced that there is a wealth of NASCAR content during the races that simply goes to waste. By grabbing that content and adding it to the #NASCAR stream it may create an amazing second screen of content for fans. It certainly is an interesting concept and one that may pay big dividends for NASCAR if it picks up speed with the fan base. We will update this topic again before the weekend.

Please add your comments or questions on this topic. Comments may be moderated prior to posting.

Final Race Wrap: NASCAR On FOX From Dover

FOX produced the network's final Sprint Cup Series telecast of the 2012 season on Sunday afternoon from the Dover International Speedway. I recorded this race and will view it at a later time. This post is for your comments on the TV telecast.

Chris Myers hosted the pre-race show from the Hollywood Hotel. He was joined by Darrell and Michael Waltrip. After this weekend, Darrell will replace Kyle Petty on SPEED's RaceDay program for six races while Petty works for TNT as the lead analyst. Michael will continue as an analyst on the Camping World Truck Series telecasts, also on SPEED. Myers works the NFL for FOX when the season starts.

Jeff Hammond finished his first season as the roving reporter. Hammond was moved out of his longtime position by Michael Waltrip. The idea was to allow Hammond to move to locations in and around the tracks that the pit reporters could not access. He was also to focus on garage issues during the live races. Unofficially, Jeff Hammond will join Waltrip on the RaceDay program for the six TNT summer races.

Mike Joy hosted the telecast with Darrell Waltrip and Larry McReynolds in the TV booth. McReynolds will continue on the air with his role as infield analyst for TNT. Joy works the Barrett Jackson auctions for SPEED and will fill other select roles for the network in 2012.

The NASCAR on FOX pit reporters are Dick Berggren, Steve Byrnes, Krista Voda and Matt Yocum. Berggren's contract with FOX has ended and he will not be returning. Neither party has commented on who made the decision to end his duties. Byrnes will continue to host RaceHub on SPEED Monday through Thursday. Voda continues her hosting role on the Trackside program on SPEED. Yocum will work pit road on the TNT races.

Monday will begin a series of columns updating the new TV and social media features TNT will be bringing to the sport. In the meantime, please give us your final review of the NASCAR on FOX team for 2012. Thank you as always for taking the time to stop by The Daly Planet.

Dr. Dirt Says Goodbye

Dick Berggren is now 70 years old. Sunday will be his final race working for the NASCAR on FOX team.

There are many unique personalities in motorsports media, but Berggren tops the list. Driver, announcer, reporter and editor are just some of the things he has done in his life. By the way, he taught college psychology for almost a decade after getting his doctorate from Tufts University.

A New England native, Berggren has already been inducted into the National Sprint Car and New England Auto Racers Halls of Fame. After ending his driving career, Berggren moved to reporter and then editor of Stock Car Racing Magazine. In the print world, he may be best known for launching Speedway Illustrated over a decade ago.

I met Berggren working on the ESPN telecasts of NASCAR in the 1980's. Professional, personable and informed summed him up best. He has worked for many TV networks over the years, but FOX proved to be his longest run. He is ending a TV career that in total spanned 32 seasons.

"As a colleague and friend, Dick has had no equal in the 40-plus years I've been in this business," Mike Joy told the Detroit Free Press. "He always has been the best-researched reporter on the ground. Whatever the event, Dick by far is the best-prepared pit reporter this business has ever known, and he always has brought a great degree of professionalism to every telecast he has worked."

Berggren will be focusing his time on seeing more New England area racing, spending time with his wife Kathy and coordinating a New England motorsports museum that will be located at the New Hampshire Motor Speedway. That is not to say the transition away from TV will be easy.

"I'm dreading the 2013 Daytona 500 because I won't be there on pit road as part of that team," Berggren said. "That will be hard, but nothing is forever and I understand that. But, it's time to move on."

Best of luck to Berggren as the newest chapter of his diverse life unfolds. His contributions to NASCAR TV are tough to summarize. Needless to say, he had a passion and pursued it vigorously. It will be interesting to see where he pops-up throughout the remainder of this racing season.

We invite your comments on this topic. To add your opinion, just click on the comments button. Comments may be moderated prior to posting. Thank you for taking the time to stop by The Daly Planet.

Final Sunday: Taking A TV Timeout

Update: This is my third and final weekend of putting the Sprint Cup Series race on the DVR. Last week, I watched highights on ESPN and SPEED but never viewed the entire race. Dover is the final FOX race of the season. There will be a post available for your post-race comments after the telecast is done. There are several columns below open for comments. I will return next weekend for TNT coverage. Thank you.

Original column: The man in the picture is Lou Cappi. He was featured in an ESPN photo essay showing people who work in support roles at football games. In the old days, Lou's position was called a "red hat." On the football sidelines, connected to the TV truck, would be a man standing there in a red baseball hat. He would signal to the officials on the field when to hold play for a TV commercial. The red hat made him easy to spot.

Now, orange mittens are all the rage in the NFL and they even come with a snappy logo. Lou crosses his arms when TV needs a commercial break and the officials will stop play after a possession or turnover. It's a system that makes sure the TV advertising revenue is inserted into each game every week.

In addition to the timouts called by each team, TV networks agree in advance with both college conferences and the NFL to a series of commercials that are going to be required in each half or quarter. These are the dreaded TV timeouts. They are much more annoying for those at the game than for the TV viewers.

The ultimate goal of both the referees and the TV networks is to insert the commercial inventory with as little disruption in the flow of the play as possible. Sometimes this is not a problem and the stoppages go almost unnoticed. However, sometimes the orange gloves get crossed just as the home team finally gets a drive going and the crowd reaction is less than favorable.

Needless to say, there are no TV timeouts in NASCAR. In fact, the TV network is not consulted on when to restart the race after an incident. NASCAR does its own thing and TV chases them from green to checkers. Opening the door to TV asking NASCAR to extend a caution flag would not yield good results.

Here at The Daly Planet, I tried to take a TV timeout a while back but readers were persuasive in asking me to continue to provide a place where opinions about various NASCAR TV and media topics could be discussed. Well, that was then and this is now.

I'm crossing the orange gloves and taking a break. The current Sprint Cup Series TV coverage is so frustrating that I am joining others in simply waiting to watch another live race until the TNT coverage begins. It was the last telecast that forced this move.

Here are some comments from veteran fans after Darlington:

Walter: "Since becoming a NASCAR fan in 1958 and attending my first race in 1960, I classify myself as a serious race fan. So I make my comments with a lengthy history and must say that never in 50+ years have I been so disappointed in the product shown by the broadcast partners."

JR: "I think there was a good Sprint Cup race at Darlington, but we didn't get to see or hear it! I've been quiet too long! I found myself yelling at the director for missing passes and showing insignificant shots. DW was totally distracting and usually wrong in (his) various comments. What a disgrace to the sport I love!"

KoHoSo: "I am tired of close-ups that give no sense of what is going on, something that is only fueling the fire that NASCAR is "boring" this year. How can we really judge if the racing is boring if all we see is one or two cars at a time all the time?"

SBaker: "I believe that I have watched every race from Darlington since ESPN began televising auto racing way back when. I even remember the Wide World of Sports attempts at showing the Southern 500. Last Saturday night I had to turn the TV off. Between the poor camera work and the Orators from Owensboro, I just couldn't take it any more."

Last week a firestorm erupted when I republished comments from a 2011 Jeff Gluck article at SBNation that the NASCAR TV networks do not care what fans think about the TV coverage. Gluck repeated his comments to me in a recent Twitter exchange.

"Those words from last year ring true today. The TV networks don't care about fan input and that's my point then and now," tweeted Gluck. "It does need to change, but they don't care what you or I think. They're going to do what they want."

Readers may remember that last year was the year of the fan. The NASCAR Fan Council was lauded as changing the sport for the better. Fan input on social media was actively encouraged. What the fans wanted was the product that NASCAR was going to put on the track.

This year fans are the enemy. Darrell Waltrip called the NASCAR Fan Council and Twitter out for forcing knee-jerk reactions in the sport. He said fans just don't know what they want. NASCAR's Robin Pemberton called fans needy for asking TV to show the debris when a caution flag was thrown. Select media members blamed fans wanting crashes as the reason for negative press about the sport being boring.

To say it is a confusing time to be a NASCAR fan might be the understatement of the year.

Watching Sprint Cup Series races on TV was once a joy. Now it is a burden. What used to bring excitement now brings only frustration. It's not the racing on the track but the fundamental inability to "see" the race on TV and get impartial analysis from the announcers that provides the anger.

The familiar hyper-tight coverage of FOX mixes only two cars on camera with even tighter in-car camera shots. There is no perspective, no chasing the best racing and no updates on stories inside of the race. The Kurt Busch pit road saga confirmed that. It's also become clear that telecast sponsors are given coverage priority. Nothing drove that point home like Danica Patrick and Go Daddy last Saturday night.

FOX paid the money to produce the Sprint Cup Series races through the end of 2014. The network has the total right to present the events on TV as they wish.

What they do not possess is the ability to make me watch the product they produce.

So, I'm taking a Sprint Cup Series TV timeout. Media columns will return next Monday and appear on select weekdays. The TDP Facebook page is being discontinued. The live (#TDP1) race stream on Twitter will end, but the TDP Twitter account (TheDalyPlanet) will continue to be active.

Thanks for your patience, I wish things were different but they simply are not. Happy to have your comments on the topics discussed in this post. Comments may be moderated prior to posting.

Trucks In Dover Go Live On SPEED

Miles the Monster was out working on track conditions at Dover on Thursday. He was preparing for the first of three days of racing to come. Thanks to the Speedway PR staff for the pic.

It's been years of complaining for fans who followed the Friday Dover truck series race on Twitter, Facebook and the various NASCAR websites. Since the facility has no lights, the race was actually run in the late afternoon and then aired on a tape-delayed basis in the evening on SPEED.

Needless to say, there was a lot of frustration that SPEED just simply did not air the race live at 5PM and then re-air it that night as scheduled. This year, the network and NASCAR decided to do just that.

Social media is sweeping through NASCAR like nothing before. All elements of the sport have been working hard to see just what new opportunities exist for the use of real time technology in getting information out to the fan base. Tracks, drivers, teams and sponsors have been working hard.

One result of all this information is that tape-delayed or time-shifted NASCAR TV programs have been exposed. In the past, SPEED would just list the truck race as airing at 8:30PM and fans would tune in. The hardcore fans would read the websites and get the results in advance.

These days more and more people have smart phones in their pocket that connect in a flash to streams of sports information. It's virtually impossible to hide things like the time-shifted Sprint Cup Series banquet, qualifying shows or K&N races. It's absolutely impossible for the three national touring series.

SPEED made a solid decision and should not suffer in the evening ratings. Working folks like us will tune-in Friday night when we get home regardless of whether the actual race was telecast live or not. Simply opening the TV window for those able to watch live makes all the sense in the world.

Krista Voda hosts the pre-race show. Rick Allen, Michael Waltrip and Phil Parsons will call the race. Ray Dunlap and Hermie Sadler are the pit reporters. Once again keep an eye on the style of the director as he works to show the largest group of trucks racing and continues to use wider camera shots to keep the racing perspective for the fans at home.

This SPEED production team has constantly delivered a quality product on limited resources and manpower. There is just something to be said for using the TV equipment that is needed to show a race instead of using all the TV equipment possible to show a race.

This post will serve to host your comments on the truck series race from Dover. To add your opinion about the SPEED team before, during or after the telecast just click the comments button. Thanks for stopping by.