In Demand Loves In-Car Cameras

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In Demand L.L.C. will commit all seven of its National Association for Stock Car Auto Racing pay-per-view channels to in-car footage when the package returns for a second season next February.

According to the PPV network, "NASCAR In Car on In Demand" will remain commercial-free. The PPV purveyor pulled all ads toward the end of its first season's telecasts.

The cable-exclusive NASCAR service -- which ran each week from June 16 through Nov. 17 -- dedicated five of its seven channels to footage steered from inside one of the racecars.

That included a real-time animated dashboard that showed the vehicle's needles and gauges, the car's race position and the number of engine revolutions per minute.

Next season, In Demand will dedicate all seven channels to in-car coverage. To make room, the network will eliminate a simulcast of the live weekly race feed from NASCAR's TV rights-holders: NBC, Fox, FX, Fox Sports Net and Turner Network Television.

The PPV network will also switch off an up-to-the-minute stats channel, and it will permanently drop the networks' national commercials from the package.

When NASCAR In Car debuted last summer, each channel carried the network's national commercial breaks, and the networks provided the in-car footage. But during the last few weeks of the package, In Demand pulled the commercials from all of the channels.

In Demand spokesman Joe Boyle said, "In terms of commercials, there will be no change in this year's package from the second half of last season."

Both groups declined to comment on buy-rate and revenue performance during NASCAR In Car's inaugural season.

Other second-year enhancements include a specially designed NASCAR In Car remote control for easier navigation between the in-car camera channels and the network's race coverage.

To help promote the PPV offering, which retails at a suggested price of $129, In Demand has signed Winston Cup veteran Rusty Wallace as its spokesman, network executives said.

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