David Brown

Formula One needs to open up.

Under Bernie Eccleston, the sport had been tightly controlled.

Access to television footage was restricted.

Drivers, teams, and broadcasters were warned against sharing clips online.

That approach might have worked in the analog era, but it's a disaster in the digital age.

So, Formula One rips up its playbook.

Instead of limiting content, it floods the internet with it.

Official social media accounts offer fans a look behind the scenes.

Teams and drivers are encouraged to interact directly with fans.

And there are no more cease and desist letters every time Lewis Hamilton posts race footage on Instagram.

The goal is simple.

Make Formula One visible again.

And social media is just the beginning.

It's 2017 at Formula One's broadcast center, just outside London, England.

Inside a dark screening room, media consultant David Hill lowers himself into a chair.

Beside him, the sport's top TV producers are already in their seats, waiting for the giant flat screen to flicker into life.

At the front, Formula One's lead producer stands beside a DVD player remote in hand.

Hill folds his arms.

So, this is your best one?

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