Live road shows – the future of television, or only for the petrolheads?

Top Gear’s big guns to take live show on £20m world tour | Media | The Guardian

This story from The Guardian takes further an idea that has cropped up a couple of times, that of ‘live presence’ and live performance.

Top Gear is described as the first of BBC Worldwide’s ‘superbrands’, and a template for others, intended for multi-platform exploitation around the world. Gruelling, schedule, though.

Top Gear is the first of up to 20 global “superbrands” that BBC Worldwide, the corporation’s commercial arm, has targeted as potential revenue-generating machines across television, the internet, publishing and live events.

The live show will visit 10 cities in its first year, including Johannesburg, Sydney, Auckland and Hong Kong. Each location will host at least 10 shows, with Top Gear Live playing to a total of more than 300,000 people. Deals for a second series of dates, including appearances in Moscow, Stuttgart and Abu Dhabi, are on the verge of being signed.

Jeremy Clarkson, James May and Richard Hammond launch the live Top Gear
show on Tower Bridge, London. Photograph: Peter Macdiarmid/Getty Images


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