F1 aims for pole position in China

Formula One is under new management and the holders of the sport's
commercial rights have pledged to do more to attract people to the
sport.

The season has already begun but the Chinese Grand Prix is the first
race accompanied by a fan festival.

Officials at F1 now hope events like this can help drive the sport's popularity.

William Denselow reports from Shanghai.

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{TAKE PACKAGE}

TAKE VO:
A race to win over new fans is underway.
With the Chinese Grand Prix taking place just up the road from here-
this festival in downtown Shanghai provides another way to get people
involved. The race is shown on big screens and a series of interactive
driving games have been setup along the street too.
The idea is to get fans clo ser to the action.

TAKE VOX POPS:
VOX 1: We tried a simulation race game, a game in 3D, and another one,
all good fun!
VOX 2: When I got here, and dived into this culture, I now know why so
many people are attracted to this game.
VOX 3: The carnival has a strong interactive sense, participation is
good, weather is good too, so it's an enjoyable learning experience.

TAKE VO:
This is the first official F1 fan festival of the season with three
more planned in Marseille, Berlin and Miami.

U.S. company Liberty Media bought the sport's commercial rights last
year and pledge to make the fan experience a greater priority. China
is seen as a good venue to test whether their tactics are on the right
track.

The growth of Formula 1 in China hasn't been a one-way street. Races
attendances have dropped since the first Grand Prix held here back in
2004. But the hope is that events like this can start to rev up a
sustained interest in the sport.

TAKE VO:
Other initiatives are underway to try and accelerate the sport's
growth in China. McLaren driver Fernando Alonso has announced that 40
Go Kart tracks will be built here over the next five years.

Motorsport reporter Michael Butterworth says for the sport to thrive
in China, it needs to grow from the ground up.

TAKE SOT: Super-
Michael Butterworth, Motorsport Reporter
"There is a certain interest in China, you obviously see obviously
lots of people here this weekend but that's not going to change
overnight. The biggest thing that's going to get lots and lots more
Chinese fans is if you have a Chinese driver or a Chinese team. That's
the real thing I think."

TAKE VO:
The shakeup at the top of F1 is affecting the teams too. They've been
encouraged to embrace social media and create more buzz around the
sport.
Racing Managing Director for Renault Sport Cyril Abiteboul
acknowledges it's an expensive sport and say it's important to keep
connecting with fans.

TAKE SOT: Super-
Cyril Abiteboul, Racing Managing Director, Renault Sport
"As we're working on that aspect on the long term trying to make it
more affordable for everyone and have a business model that's more
sustainable for everyone, we're also working on ways to engage with
them and that's precisely the purpose of the fan festival."

TAKE VO:
Teams here say the sport still needs to be fine tuned. Plans are
underway to make it more competitive and unpredictable. The hope is
that initiatives like this can fuel interest in F1 for years to come.

William Denselow, Shanghai.