NEW YORK Turner Sports, which manages Nascar.com, has inked a deal with News Corp.’s racing-centric Speed Channel to launch Nascar on Speed.
The new video channel, which goes live today, will be entirely Speed-branded and feature talent from the network — something of an unusual setup for a Turner-managed property, given that its cable networks TNT and TBS each broadcast Nascar events.
But this deal is about serving the site’s audience, according to Scott Doyne, senior director, business operations for Nascar.com. “I’m really looking at this from the standpoint of Nascar.com,” he said. “Our goal is to bring the site the best content we can. If that means working with Speed talent, that’s good for everybody.”
Among the original shows scheduled to be offered each week via Nascar on Speed is Speed’s Race & Chase Preview, which will feature current drivers such as Michael Waltrip and Greg Biffle previewing that week’s upcoming events. Also on tap: Victory Lane Fan Finish, a post-race analysis show during which Speed commentators will answer questions from viewers.
In addition, each week the broadband channel will post episodes of Speed’s Rutledge at Large!, a lighter, behind-the-scenes look at Nascar. All three shows are scheduled to run through the end of 2010.
“These are all shows that are not going to be available anywhere else,” said Doyne. “What we have found is that Nascar.com fans come back multiple times during the week, so we plan to feed that by [staggering] these shows throughout a given week.”
Besides originals, Nascar on Speed will house shoulder programming from the cable network. Turner Sports, which handles all digital sales for Nascar.com, is currently seeking sponsors for the new video channel.