New agency scoops Formula E broadcast role

Specialist broadcast agency Aurora Media has been appointed as a media partner to Formula E. Under the exclusive multi-year contract, the new company – founded in 2012 – will provide the content feeds that are then disseminated by broadcasters. Aurora’s remit includes everything from pre-race build-up to podium celebrations.

The Aurora Formula E team will include Westbury Gillett as series director, whose experience spans F1, A1 GP, Le Mans, Goodwood and London 2012, and as series producer, Mike Scott, who spent seven years at Formula One Management working his way up to become producer of Formula 1’s digital feed.

The feeds will be used by broadcast companies such as Fox, which has already signed up to Formula E, and possibly Qualcomm, which has ambitious plans to integrate augmented reality into the Formula E spectator experience.

The announcement comes ahead of next week’s presentation by Formula E promoter Alejandro Agag at SportTel, a media exhibition taking place in Monaco; an Aurora representative will attend the event.

“We’re delighted Aurora has been chosen as the host broadcaster for the FIA Formula E Championship,” said Lawrence Duffy, managing director at Aurora. “Aurora will provide broadcasters with a complete, in depth package using fixed, RF and on-board cameras, stunning 3D and 2D graphics, split screen coverage, pit lane and car change action, fan reactions and much, much more.”

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