Speed Lets Viewers Play Along with Auction

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Speed Channel has added an interactive element to its coverage of the “34th Annual Barrett-Jackson Classic Car Auction” in January.

The network has teamed up with mobile-content provider Proteus Inc. to allow viewers to make “fantasy bids” on the cars being auctioned off.

Speed will highlight 24 cars during its coverage, letting viewers guess the sale price, then tabulating the responses in real-time and showing them when each sale is completed.

The network’s coverage of the auction begins Jan. 27 at 8 p.m. (EST) with four hours of live action from Scottsdale, Ariz. Coverage continues Jan. 28 (5 p.m.-11 p.m. live), 29 (2 p.m.-9 p.m. live, 9 p.m.-11 p.m. additional coverage) and 30 (2 p.m.-5 p.m. live, 5 p.m.-7 p.m. additional coverage).

“Speed viewers are a very passionate group, and we are constantly seeking new ways for our audience to interact with our brand,” Speed vice president of business development and operations Kevin Annison said in a prepared statement.

“The Interactive Barrett-Jackson Auction telecast will provide viewers with a unique opportunity to compete against each other in real-time with the auction and put them right in the middle of the action,” he added.