Formula One has moved to relax restrictions on providing video content via social media platforms as the motor racing series seeks to open up under the stewardship of its new owner, US mass media company Liberty Media.
Under the regime of former chief executive Bernie Ecclestone, F1 enforced tight control over video content taken inside the paddock in a bid to protect the rights of its television partners, deals which have traditionally provided the bulk of the sport’s revenues.
However, the start of pre-season testing in Barcelona yesterday (Monday) saw fresh guidelines issued. The Reuters news agency said that teams were told that they could now “shoot short-form video for use on the team's own social channels” from inside the paddock.
A formal set of content guidelines are set to be issued but in the meantime, Mercedes’ triple world champion Lewis Hamilton – highly active on social media with 3.8 million followers on Instagram and 4.16 million on Twitter – offered up coverage shot in the pit lane and garage via Instagram.
Red Bull Racing team principal Christian Horner said fans would now have more behind-the-scenes access to drivers.
“You've probably noticed the teams are putting out a bit more content of what their drivers are up to in the paddock, not what's happening trackside because that belongs to the broadcasters,” Horner said, according to Reuters.
“You could have had breakfast with (Red Bull driver) Daniel Ricciardo this morning, seen what he does prior to getting in the car and to the point where he's got in the car to drive out and do his first lap. Which is something that obviously hasn't been possible in previous years.”