The South simply cannot be ignored. In order to woo the viewers and increase the penetration of Formula One in Tamil Nadu, sports broadcaster, ESPN Software India, has decided to have a special audio feed in Tamil starting from Gulf Air Bahrain Grand Prix.
All the 17 remaining races of the Formula One World Championship 2005 will have a Tamil and a Hindi audio feed. According to Mr R.C. Venkateish, Managing Director, ESPN Software, "Tamil Nadu has been a strong Formula One market. And Narain Karthikeyan's entry into the sport has provided a further fillip to its popularity."
Tamil Nadu rated the highest in all States across India in F1 season last year. It received an average rating of 0.6 points in the towns with a population of over one million across 18 races. A total of 4.6 million individuals in the State sampled the product last season, reaching out to 44 per cent of the core-targeted audience.