NASCAR refocuses broadcast mission

Michelle Clancy ©RapidTVNews | 06-06-2012

NASCAR is refocusing its business strategy around broadcasting and production to improve alignment with other key NASCAR departments and bring the focus back around to growing the fan base for the racing sport through television, digital media and integrated marketing.

A new streamlined business focus for NASCAR Productions in particular will lead the way. Going forward, NASCAR Productions will focus solely on delivering content and executing projects that support NASCAR's broader mission of serving current fans and growing new audiences. Current projects unrelated to NASCAR will be completed, but initiatives outside NASCAR's core mission will no longer be pursued.

"Over the last two years, NASCAR has taken a number of steps and made significant investments to drive long-term growth and build value for industry stakeholders," said NASCAR Chairman and CEO Brian France. "This is the next evolution to better position NASCAR to meet the challenges of the existing business landscape and to capitalise on the growth opportunities before us."

To that end the company is going through a realignment business units and new leadership appointments. Steve Herbst, who has overseen NASCAR's broadcasting and global media rights since May 2011, has been selected to lead what was formerly known as NASCAR Media Group Productions as vice president, broadcasting and production. This unit is being rebranded as NASCAR Productions and will join NASCAR Broadcasting, NASCAR Digital Media and NASCAR Entertainment in being more closely aligned with the company's other fan engagement and development departments.

Steve Stum meanwhile has been promoted to vice president of operations and technical production, Tally Hair has been named managing director of production and programming, and Seth Bacon has been elevated to senior director of broadcasting.