Indonesian TV deal for Formula E; Sizeable TikTok audience for Extreme E
TVRI, the Indonesian public-service broadcaster, has today tied up a deal to show the remainder of this season’s Formula E World Championship, the international electric racing series.
The free-to-air network will broadcast the races on its linear and digital channels, starting with rounds five and six in Valencia in Spain on 24 and 25 April.
To appeal to the Indonesian audience, the live programming will feature bespoke studio presentation and commentary in the Bahasa language.
Welcoming the free-to-air deal in one of the world’s fourth most populous country, Aarti Dabas, the chief media officer of Formula E, said: “We are excited to have TVRI joining our line-up of media partners. Indonesia is an important market for us and a key territory where we want to grow our audience reach and engagement.
“To have TVRI’s expansive reach across linear and digital channels, covering all our races with localised presenting and commentary, will offer Indonesians across all parts of the country easy access to our live races and highlights."
Pipiet Irianto, programme and news affairs director of TVRI, added: “At TVRI we are very happy to be joining forces with Formula E once again to broadcast this exciting next generation sport.
"In Indonesia, there is a lot of interest in the shift to electric vehicles. For us to be using our platform to give local audience more insight into this transition while also entertaining them with edge-of-seat sporting action is an irresistible combination.”
Following Valencia, Formula E is due to stage further rounds in the 2020-21 season in Monaco, Marrakech in Morocco and Santiago in Chile (double-header), although others could yet be added.
Meanwhile, it has been revealed that the opening round of sister series Extreme E, the new international SUV electric motor racing series, attracted 18.5 million views on TikTok, the China-based video-sharing platform.
TikTok is providing a digital global platform for the series under a deal that came into effect for the Desert X-Prix in Saudi Arabia earlier this month. The partnership is being activated by Little Dot Studios, the digital content agency and media network.
Extreme E also revealed that 17.2 million people watched videos over the race weekend of 3 and 4 April, and 60,000 new fans followed the Extreme E account.
The series is aiming to raise awareness of areas particularly impacted by climate change, with further events this year planned for Senegal (Ocean), Greenland (Arctic), Brazil (Amazon) and Argentina (Glacier).
Ali Russell, the chief marketing officer, said: “As part of the championship’s mission to keep carbon emissions to a minimum we don’t have spectators on site, and if we did, we would never reach this level of engagement purely from attendees. It just goes to show how important our digital offering is.”
TikTok has previously worked with Formula E to create and distribute video content across various social media channels.