[kropotkin thinks...] - Motorcycle Racing vs Social Media: How Dorna Could Turn Losin

[Ninjette Newsbot]

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When the news that Dorna would be taking over World Superbikes broke, there was a wave of outrage among fans, expressing the fear that the Spanish company would set about destroying the series they had grown to love. So far, Dorna have been careful not to get involved in debates about the technical regulations which seem to be so close to fans' hearts, their only criteria so far appearing to be a demand that bikes should cost 250,000 euros for an entire season. Yet they have already make one move which has a serious negative impact on the series: they are clamping down on video footage from inside the paddock.

There was some consternation - and there is still some confusion - about the situation at the first round of WSBK at Phillip Island at the end of February. Where previously, teams and journalists had been free to shoot various videos inside the paddock, there were mixed signals coming from Dorna management, with some people told there was an outright and immediate ban, with threats of serious consequences should it be ignored, while others were saying that they had heard nothing on the subject. That Dorna is determined to reduce the amount of free material on Youtube became immediately clear after the race weekend was over: in previous years, brief, two-minute race summaries would appear on the official World Superbike Youtube channel after every weekend. After the first race of 2013, only the post-race interviews were posted on the site. It is a long-standing Dorna policy to try to strictly control what ends up on Youtube and what doesn't. It is their most serious mistake, and one which could end up badly damaging the sport unless it is changed very soon.

This is a battle that has been going on inside Dorna, and many other major companies involved in motorcycle racing. It is about a fundamental change in the media landscape, a shift away from centralized control towards a diffuse and distributed form of media broadcasting, communication strategy and promotion. It is a shift that is permanent, affects the way in which sports are promoted and monetized, and radically alters the balance of power throughout all levels of the sport. The old hierarchies are dead, and trying to maintain them will merely end up crippling motorcycle racing.

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