Bold new media direction for Australian rallying

After an 18-year relationship with Network 10, the ARC has opted to shift away from television for the 2016 season.

Instead, a deal has been struck with V8 Supercars commentator Neil Crompton’s company AirTime Media to provide “world class, short form, colour video content” that will be targeted at social media, digital platforms, and TV news broadcasts.

“There has been no time in history where there has been such a significant and rapid change in the media landscape and more importantly the way that all people consume media and information,” wrote the ARC’s chairman David Waldon in a statement.

“Whilst television remains an integral part of the entertainment and information industry, other forms of information, especially digital content via the web and social media are quickly becoming a dominant force.

“Following an extensive review of the promotion of the 2015 ECB ARC, the available resources and infrastructure and the evolving media landscape a decision was made to ‘change gears’ with the 2016 Kumho Tyre ARC and provide content and promotion that is not only more relevant to this new age but content and promotion befitting the excitement, history, drama and emotion of Australia’s oldest national motorsport championship.

“Our strategy was and is simple – focus on the generation of world class, short form, colour video content, with modern content offerings to meet these key virtues of the Kumho Tyre ARC. Spectacular imagery, talented drivers and co-drivers, human drama, fascinating machinery, amazing locations and scenery and importantly a rich and colourful history.

“Most importantly we must produce this in a way that is tailored to meet modern audience consumption demands.

“With an unwavering focus on ‘quality over quantity’ the 2016 Kumho Tyre ARC will see world-class short form content produced at each event specifically targeting relevant television news (nationally and regionally), digital channels and social media.

“Most importantly this content will capture the essence and excitement of the championship. State of the Art, high-end television methods and more will be brought into play to catapult the exposure and relevance of the Kumho Tyre ARC within these new mediums.”

The 2016 ARC kicks off on April 22 with the Forest Rally in Western Australia.