Martin Whitmarsh
"Formula 1 is a world sport and it is data-rich, and in this digital arena we can populate this digital environment with much more data and information than tennis, soccer or any other sport, so I think it is a huge opportunity that we have.
"Sure there will still be people watching terrestrial television, but for the generation below us that's not good enough anymore. They want more information and they want to interact.
"They want to have communities going - and that's the challenge: to find ways to monetize this as Bernie has done with television. He made sure that the revenues for the sport were very high. You can't hold new developments back, so we need to bring in expertise that probably doesn't exist in Formula 1 today. "
So what can we expect?
Give us your ideas.
Some of the teams are already doing more. I think more can still be done.
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