- Aurora Media Worldwide will produce broadcast coverage of Formula E races, as the electric-car series takes another step toward reality.
- Under the deal announced on Thursday, Aurora Media Worldwide will supply the feed to international media distributor Fox Sports.
- The broadcast team is promising an "interactive experience" for viewers.
LONDON — Boutique broadcast media agency Aurora Media Worldwide (AMW) was named Thursday as the exclusive host broadcaster and media partner of the electric-car Formula E Championship. The move is yet another building block as the electric-car series takes another step toward reality.
The broadcast team is promising "an interactive experience" for viewers. No details were provided at this point, but the series is clearly aimed not only at potential buyers of electric cars, but consumers who grew up on video games.
In the meantime, the new series is ramping up excitement with the recent debut of a new trailer.
International multimedia rights were granted to Fox Sports in an agreement announced in August. AMW will produce coverage of all Formula E races, qualifying and practice sessions for distribution to a worldwide audience via Fox channels.
AMW is a newcomer, having been established last year by Lawrence Duffy. Based in London, Melbourne and Bangkok, AMW was announced as the exclusive broadcaster and media partner for the new series, which is scheduled to launch in the fall of 2014.
The company has specialized in producing coverage of races on temporary street circuits, with producer Mike Scott and director Westbury Gillett. Their résumé includes experience at venues such as the Monaco and Melbourne Formula 1 races.
All Formula E races will be on city-street circuits, including the iconic Monte Carlo layout in the principality of Monaco.
"We're delighted Aurora has been chosen as the host broadcaster for the FIA Formula E Championship and for us to be able to showcase this unique series," Duffy said. "Aurora will provide broadcasters with a complete, in-depth package — from behind-the-scenes pre-race build-up to podium celebrations — using fixed, RF (radio frequency) and onboard cameras, stunning 3D and 2D graphics, split-screen coverage, pit lane and car change action, fan reactions and much, much more."
Edmunds says: Aurora has been somewhat under the radar to many observers, but its credentials seem to fit nicely into the Formula E plan for racing on temporary street circuits.