Satellite TV station Sky have announced the launch of cycling sport show inCycle, which will start a 28-week run on March 19.
The 24-minute magazine programme, in association with IMG Media, will include news, features, previews and reviews around the major international cycling events, many of which Sky will cover live, or through highlights in 2014.
Sky’s coverage of this season's races will include live programming of this month’s Santos Tour Down Under and daily highlights of the Giro d’Italia in May. A list of Sky’s race coverage this season can be found here.
Sky’s move to increase their cycling coverage comes off the back of continued British success at the Olympic Games and in the Tour de France. The partnership with IMG media, and the creation of inCycle, is indicative of the increased airtime and column inches cycling is receiving in the British media - with news outlets like the BBC donating more time to cycling than ever before.
ITV4’s coverage of the Tour de France for example, which will continue to run until 2015, has seen figures increase year-on-year. Their own ITV4 cycling culture magazine programme - The Cycle Show - has seen enough success to complete two seasons in the 8pm, Monday night slot, and is pegged for an increased run of 13 episodes for its third season in June.
The EVP of IMG Media, Ioris Francini, highlighted road cycling’s growing audience in a statement released alongside the announcement.
He said: “Road cycling has become globally one of the fastest growing sports for professionals and amateurs alike.
“Using state of the art visuals and technology, this product will showcase riders, stages, riding techniques, equipment, locations, team tactics and performance data in a way that is completely unprecedented and yet fully complementary to the live coverage of road cycling.”
Sky Sports Commercial Director, Richard Verow, also highlighted inCycle’s potential to be a perfect companion for Sky’s range of live race coverage.
“inCycle will offer a whole new perspective on the world of elite cycling and help deepen our engagement with Sky Sports viewers,” Mr Verow said. “[It will] serve as an ideal complement to our schedule of races including the Giro d’Italia, the Tour Down Under and Milan-San Remo.”
Elliot joined team road.cc bright eyed, bushy tailed, and straight out of university.
Raised in front of cathode ray tube screens bearing the images of Miguel Indurain and Lance Armstrong, Elliot's always had cycling in his veins.
His balance was found on a Y-framed mountain bike around South London suburbs in the 90s, while his first taste of freedom came when he claimed his father's Giant hybrid as his own at age 16.
When Elliot's not writing for road.cc about two-wheeled sustainable transportation, he's focussing on business sustainability and the challenges facing our planet in the years to come.