The Maldon Dengie Tour kicks off the much-anticipated Premier Calendar series this weekend and as well as a new event in the series, this year British Cycling will be providing fans with a new way to catch video race previews, updates, exclusive interviews and race highlights on the new dedicated Premier Calendar YouTube channel.
Premier Calendar fans can visit the new channel before each race to see a video preview of the weekends action whilst on race day itself, short video updates will be posted to the Premier Calendar Facebook page before a final round up video is posted on the You Tube channel, featuring the best of the day’s action and interviews with the winning riders. On the day after the race fans will be able to see a longer race video, showing more extensive highlights from the day’s action out on the road. All content will be produced, as it has been now for a number of years, by Cyclevox.
Paul Rowlands, Cycle Sport Marketing Officer at British Cycling explained the rationale behind the new direction the Premier Calendar would take as it begins its 20th season on the road: "Taking the Premier Calendar online is new territory for us but it's a decision that's motivated by a couple of important insights.
"The combined reach of British Cycling, our series organisers and the teams through social media and more formal means gives us a strong platform to build a much bigger audience than we've ever achieved before."
“Firstly, this enables us to get the racing to the fans much more quickly that we've been able to do historically, secondly, the potential reach of YouTube is much greater than that of subscription TV channels. We'll be able to see how the fans respond to the change over the course of the season and respond to the feedback we get from organisers, teams and fans over the course of the season."
Paul also commented on the role that the teams and the events themselves can play in influencing the success of the new channel: "The combined reach of British Cycling, our series organisers and the teams through social media and more formal means gives us a strong platform to build a much bigger audience than we've ever achieved before. For the first time, all these groups can directly influence the size of the audience for each event by sharing the content we produce and in doing so we'll have a much better picture of the true reach of our sport and the value it delivers for sponsors"
Fans of Premier Calendar can make sure that they're among the first to know about each new video by following the series on dedicated Premier Calendar Facebook and Twitter pages. Join Premier Calendar on Facebook at www.facebook.com/premiercalendar or follow us on Twitter @premiercalendar to keep up with all the latest videos, photos, news and results from the Premier Calendar series.
The new YouTube Channel can be found at http://www.youtube.com/user/BCpremiercalendar.