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Their aim is to attract new viewers, and I think particulary a younger audience, more comfortable with tech who might be attracted to the F1TV product.
I may be revealing myself as a dinsosaur, but: I just heard of a thing called TWITCH, which enables hundreds of thousands of videogame addicts to WATCH people playing video games. As if videogames weren't already unreal.
Next may be an app that lets you watch TWITCH-watchers as they watch.
Seriously, I am happy to be corrected on my understanding of what TWITCH is.
On the other hand, yesterday on the bus, a construction labourer got on, sat down, and took a cloth-bound (yes hardback) volume from his bag, and sat reading it.