Great article on Advertising Age by Andrew Hampp:
DirecTV Hotpass service will launch five Nascar channels next month for the 2007 season. Each channel will be dedicated to one driver each week, and the team sponsor will have exclusive logo space throughout the race.
During the local channel breaks, the team sponsor will have a one-minute spot for team-related news or sponsor-driven advertising. The channels will have a dedicated pair of announcers that will focus their commentary specifically on the channel driver.
Hotpass will give DirecTV a taste of consumer-generated input by allowing fans to vote for their favorite driver, which, in turn, will determine which driver gets their own channel. Wowsers! What a way to grab some attention, DirecTV!
Tags: NASCAR, DirecTV, racing driver channel, NASCAR TV