#NewMedia isn’t about LIVE.
#NewMedia is not simply covering short track racing LIVE. Social/Viral is #newmedia. They are not the same and definitely NOT equal, especially if you aren’t pushing the envelope.
Stop with the false hope that short track racing is going to be rescued by LIVE (or even delayed) coverage, whether it be audio, video or text. It is simply a way to pat ourselves on the back by giving people that are already fans of a track, series or division a way to see an event by NOT being there. If you are dedicated enough to sit and stare or listen to your computer, you are already spending your money at a race track weekly, somewhere.
There is definitely a place for LIVE coverage, but do not believe it is building a new fan base. It most certainly is not. I know plenty of “non-fans” and they are not sitting on their couch thinking to themselves, “If only I had something to watch or listen to on my computer.” It doesn’t happen and never will. It is a butt in the seat business, not a butt on the couch business.
#NewMedia is about being in the face of non-fans where they are. The millennial generation is over stimulated, over caffeinated (i.e. Jenna Marbles) and isn’t impressed by a video/stream they could have made while they were in grade school. It’s about being original (i.e. Coca-Cola Happiness/Old Spice Viral Marketing). Like it or not, these are your future fans.
Tie your brand (track/series/event) to a story. Heck, even Budweiser® learned from someone else how to do it. (http://www.unmarketing.com/2012/02/02/how-budweiser-just-won-the-superbowl-and-the-internet/)
You don’t have to spend thousands of dollars to get hits from new fans. Get them hooked by making them love your your originality. Sadly, the sound of motors is no longer enough.