SPEED expands NASCAR programming in 2010

SPEED is pumping even more horsepower into its NASCAR lineup in 2010.

Although the network already has a deep stable of NASCAR programming, from practice and qualifying to news and analysis, SPEED is planning to add six to eight new shows this year. Yet another show that's still in the formative stages, an American Idol-like reality talent show that would originate from the track, also is in the works, although it's uncertain when it would debut.

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The added depth to the network's "NASCAR on SPEED" brand comes at a time when FOX Sports CEO David Hill will begin supervising all of the company's sports operations, including SPEED.

"We're going into a year with the most NASCAR programming we've ever had," said Hunter Nickell, president of SPEED. "It's our largest commitment and our biggest leap, in terms of adding programming."

There was one casualty from the network's 2009 lineup. The stalwart This Week in NASCAR on Monday nights has been canceled. Originally titled Inside Winston Cup, the show debuted in 1996 soon after the network was formed and enjoyed a 13-year run. But the news and analysis format, hosted by Steve Byrnes, Michael Waltrip and a variety of other guests, "just wasn't connecting with the fans anymore," Nickell said.

Much of the new lineup will be geared around a revamped Monday night.

Among the new programming: A show that delves into the lifestyle of the fans who tailgate and camp at the track; a show that recaps the Cup race through scanner communication between the drivers and their crews; and Jimmy Spencer's own show, a first for the former driver and outspoken co-host of SPEED's at-track show NASCAR RaceDay.

The network also plans to enhance its presence at the speedway for each of the 36 Cup events. A 120-by-120-foot display area will include multiple stages and more prominent branding for The Home Depot, the presenting sponsor of NASCAR RaceDay.

The space is up from last year's 100-by-100-foot stage footprint and includes an interactive area where fans can operate a camera, sit on mock sets and get autographs from SPEED personalities and other NASCAR stars.

SPEED doesn't release its specific hours of NASCAR programming because it varies week to week, depending on its coverage of practice and qualifying at the track. But the growth of its "NASCAR on SPEED" brand comes on the heels of ratings increases for most of its NASCAR shows in 2009.

Camping World Truck Series races, all of which are broadcast on SPEED, were up a percentage point to an average of 597,000 households. Since SPEED started carrying the trucks in 2003, viewership is up 35 percent. Five other NASCAR shows also showed increases last year, including RaceDay, its lively pre-race show from the track.

"We have been committed to NASCAR as our foundation and top priority for some time now, so this isn't a change in strategy," Nickell said. "The NASCAR ratings growth we have enjoyed the past several years is encouraging, but we still believe we have work to do when it comes to getting more NASCAR fans to watch SPEED and interact with us more often."

SPEED's new shows will range from 30 minutes to 90 minutes in length. The network is still evaluating when each of the shows will debut.

NASCAR Media Group is handling production for SPEED on the new programming. SPEED already was the media group's biggest client.

"The original vision that David Hill had for NASCAR and SPEED is taking shape," said Paul Brooks, president of NASCAR Media Group. "For SPEED to become the daily television destination for NASCAR fans, we must produce and deliver great television every day, it is that simple."

Additionally, SPEED will have exhaustive coverage of the NASCAR Hall of Fame inductions and will carry the inaugural ceremony live.