HotPass a DirecTV path to inner world of NASCAR (cont'd)

The 25 cameras that DirecTV uses are spread among five of the most popular drivers on the circuit -- at Atlanta, the list is Mark Martin, Tony Stewart, Greg Biffle, Jimmie Johnson and ...wait for it ... Dale Earnhardt Jr. (like you thought he wasn't going to be on the list!). The driver lineup will change from time to time, but you can count on it being the biggest and the best.

Each driver has five cameras -- one in-car, two overhead corner cams in Turns 1 and 3, an overhead on the pit box and a pit-crew shoulder camera.

While the HotPass program is not commercial-free (they have to pay for this somehow!) they do something that the broadcast networks have kicked around but never implemented -- double-screen so that the programming is playing through the commercials in the lower left-hand part of the screen.

Like any good NASCAR marketer, DirecTV also knows that the way to reach those of you who want to know more about the product is to market where race fans gather -- the track.

To that end, the DirecTV Zone was created. A mobile luxury lounge will make 17 stops throughout the season at various races, located in the infield to reach as many prospective fans as possible.

Featuring a variety of high-tech amenities, including full access to the exclusive new NASCAR HotPass only on DirecTV, the Zone made its debut at Daytona last month.

"NASCAR and DirecTV are a winning combination, and we're making an effort to pull out all of the stops in 2007 for the fans watching at home and those attending NASCAR events," said David Hill, president of DirecTV Entertainment. "While the NASCAR HotPass service will redefine the NASCAR viewing experience, the DirecTV Zone will bring the race-day experience to another level as well."

The DirecTV Zone will feature viewing areas for fans to experience the NASCAR HotPass service in style, via five separate screens/channels (one for each of the five drivers). In addition, the DirecTV Zone will feature a roof-top lounge where fans will have the ultimate bird's-eye view of the race on the track.

Every fan in attendance at these 17 select Nextel Cup races will receive a lanyard card upon entry to the track equipped with a special bar code. Dedicated DirecTV Zone ambassadors will direct fans to visit one of six mobile pit boxes located around the track.

Each pit box is equipped with four computer screens where fans can swipe their lanyard cards to find out if they've won an instant seat upgrade to the DirecTV Zone or other prizes. When a winning fan is identified, ambassadors will provide escorts via special DirecTV Zone golf carts for each winner. In addition, winning fans will have the chance to meet NASCAR personalities, including longtime broadcaster Larry McReynolds, as well as Crew Chief Club or DirecTV race team members.

If you don't have satellite television yet, this is your chance to get in on the ground floor. The DirecTV NASCAR HotPass service alone is worth the price, and chances are, there'll be someone calling you soon to see if it's something you'd like to do.