A+E's HISTORY, FYI Go Live with Barrett-Jackson Auto Auction Events

Under an agreement reached last month both networks will carry multihour live coverage of BarrettJackson auction events and air content within their respective quotDrivequot autoenthusiast programming blocks launched several years ago quotDrivequot is minischedule of content catering to automotive buffs it runs on HISTORY Sundays from 7 am to noon while FYI39s designated block airs Thursdays from 6 pm to midnight Additionally BarrettJackson will be the subject of other programming such as documentary specials and shortform segments of one to three minutes running throughout the blocksThe goal is to create an quotalwayson brand within a brandquot says Michael Buccella AE Networks39 vice president of program partnerships and enthusiast brands quotBarrettJackson is a premium event with a premium upscale audience The fit will be perfect and offers our brands and advertisers a new way to reach these automotive enthusiasts who are passionate about collector carsquotFormed by partners Tom Barrett and Russ Jackson in 1971 BarrettJackson entered the TV scene in 1997 with a oneshot auction highlights special on Speedvision Live auction coverage launched the following year and expanded as Speedvision became Speed Channel owned by Fox When Discovery Communications assumed coverage rights for its autocentric Velocity channel now Motor Trend in 2015 all four of BarrettJackson39s auction events amp8212 in Las Vegas Palm Beach Florida Scottdale Arizona and Uncasville Connecticut amp8212 were broadcast livePalm Beach will be the opening event under AE39s partnership with FYI presenting live coverage on April 16 and 17 followed by HISTORY coverage on April 18 AE subsidiary Six West Productions will oversee the live auction programming Viewers can look forward to far more beyond the bids and sales of individual classic cars promises Christian Murphy head of enthusiast brands at AE He plans to elevate the show with features on the history behind the cars up for auction and on the collectors39 themselvesquotWe see an opportunity to build more story and entertainment into our live broadcastquot Murphy says quotPeople have such love of these cars and we want to lean into that aspect of it Yet we won39t move too far away from the car information viewers want from horsepower to how some of these classics were rebuiltquotRegular quotDrivequot block viewers also can look forward to BarrettJackson theme shortform content in the coming weeks with an opportunity for auto brands to sponsor Subject matter will range from the history of BarrettJackson to famous collector cars that have crossed the auction block to the famous celebrities that attend the auction events quotThey39re snackable where the viewer gets payback by either learning something or enjoying pure entertainmentquot Buccella notes quotIt39s a viewerfirst experience We want to keep the brand relevant throughout the yearquotBefore the Palm Beach kickoff FYI and HISTORY will promote BarrettJackson auction content daily through onair messages social media mentions and website blurbs Facebook pages and YouTube channels for individual series presented in the quotDrivequot block such as Counting Cars will also feature promotional displays and videos BarrettJackson will invite its social media and website audiences to tune inOff the bat there are no plans to invite viewers to bid from home in an interactive fashion during live coverage through connected TVs however BarrettJackson was a pioneer in Internet bidding The company continues to auction cars from the Internet and via phone which the live television broadcast will support In the meantime both networks are exploring the opportunity to reimagine the quotfantasy biddingquot program that BarrettJackson ran many years ago The goal is to enable viewers to follow the action with winning quotfantasy bidsquot in a similar format to Fantasy Football and rack up points based on how good they guess The player with the most points could win a trip to the next BarrettJackson auction or a prize connected to a participating sponsor More details to come on that frontquotIt39s like The Price Is Right be the closest without going overquot Buccella says quotWe39re in early talks on this idea and looking to bring it to life later this yearquotEarly advertiser reaction has been positive both for live coverage messages and segmentfeature opportunities spaced throughout the block Murphy and Buccella agree quotNow that we have the ability to do live programming inside these blocksquot Buccella adds quotwe can think outside the box and create more innovative offerings than we39ve had beforequotDon39t stop now Stay in the know on AE Networks and HISTORY with more from AETNINSITEScomClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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A+E's HISTORY, FYI Go Live with Barrett-Jackson Auto Auction Events

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