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MAVTV takes ‘new direction’ with a ‘brand expansion’

Broadcasting

MAVTV takes ‘new direction’ with a ‘brand expansion’

MAVTV has announced the relaunch of the network and a brand expansion.

The media platform for passion-fueled motorsports, powersports and automotive programming sees MAVTV President CJ Olivares – known best for the creation and success of Fox’s Fuel TV action sports network – lead MAVTV into the future with a new strategy focused on diversifying programming, launching new platforms and dramatically expanding distribution. MAVTV brings to screen compelling stories behind the athletes, teams and tracks to sports fans. With a diverse mix of live racing, automotive enthusiast programming and documentaries.

MAVTV President CJ Olivares:

“I’m honoured to lead and steward MAVTV’s rich legacy into the future – and do so with immense optimism and a new direction that further fuels the passion of enthusiasts in subcultures across two-wheel, four-wheel, dirt, pavement and water.

“Exciting new platforms will soon be launched in lockstep with a diversified content offering that will elevate viewers’ investment in racing on the weekends – anchored by premium, compelling and narratively-driven programming that takes fans behind the scenes with athletes and teams like never before. All while we continue to expand distribution with new and existing partnerships that will add tens of millions of devices and viewers to the MAVTV family. The whole organization looks forward to the thrilling journey ahead.”

The revamped network will expand with diversified content across multiple platforms, including more exclusive live racing from across the globe – such as Formula Drift, Trans Am, Endurocross and Arenacross – more fan-favourite build/automotive enthusiast shows and documentary programs. The new range of shows includes MAVTV original productions such as On the Rise: The original episodic docu-series introduces fans to the rising young stars of the motorsports world, whether it’s Karting, Midgets, Drag Racing or Late model. Featuring names like Jaxon Bell, Julien Beaumer, Gavan Boschele, Hannah Greenmeier, Dane Idelson, Ben Maier and William Sawalich, each episode follows a young driver chasing the dream of competing at the highest levels of racing.

The Life: Another new addition to the lineup, this docu-series features a different top driver or rider from across the spectrum of global motorsports, following them through a window of time in The Life. Fans get an insider’s perspective and insights into what it is really like to live life in the fast lane. The series kicked off last month with an episode featuring Sprint Car champion, Kody Swanson, and continues Feb. 1, with NHRA champ Antron Brown.

In the Machine: The three-part mini-docuseries, launching in January 2024, is MAVTV’s first effort in shining a light on the groundswell of women in motorsports, and follows Ashley Freiberg’s challenging journey as a racer, factory driving instructor, part-time real estate agent and newlywed chasing her championship dream with the MDK team.

MAVTV will build and expand upon its proven strategy focusing on three key time periods. Firstly, strengthening weekday primetime theme blocks. Secondly, Weekend day lineups with exclusive, more diverse live racing. And finally, weekday lunch block featuring a sampling of MAVTV’s best content, from build/enthusiast, from documentary to news/information and of course, a taste of racing.

The network has expanded greatly across both pay and free TV offerings. In 2023, MAVTV’s new programming and scheduling strategy kick off unprecedented audience evolution. Primetime was up 65% year-over-year the company notes. They also state that MAVTV has a major viewing demographic of males aged 18-24 while the women’s audience grew to 46%. The new MAVTV will feature new digital products, including a revamped website and an all-new free mobile app, giving fans more choice and control over where and when they engage and watch exclusive content.

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