Earnhardt Jr.
FX feels the need for speed.
The cabler and NASCAR are teaming up with exec producers Tony Krantz ("24") and Scott Messick ("Survivor") for a one-hour docu-style series that goes behind the scenes with racing stars.
Continuing its efforts to bring its drivers, teams, tracks and sponsors into the mainstream, NASCAR, the country's second-largest sports franchise next to the National Football League, has driven ratings through the roof for FX, Fox, Speed, NBC and TNT. Last year, viewership for the sport yielded 189 million households, up 58% from 2000, and 281 million total viewers.
FX has greenlit production ordering eight hours of the series, tentatively titled "NASCAR: Drivers Unscripted," which will explore what it takes to be a competitor in the high-stakes world of racing. Production is slated to begin with this month's Daytona 500 for a premiere in May. Participating drivers, ranging from rookies to veterans, include Dale Earnhardt Jr., Kevin Harvick, Jeremy Mayfield, Jamie McMurray, Casey Mears, Tony Raines, Brian Vickers, Kenny Wallace and Rusty Wallace.
FX has been negotiating with NASCAR to do the project since late 2002 (
Daily Variety, Dec. 6, 2002). A partner of NASCAR since 2001, the cabler airs three Nextel Cup Series races, 13 Busch Series races and 16 Nextel Cup Happy Hours.
Under the helmet
"Drivers" reps the first docu-style series for the cabler. Each episode will center on the drama leading up to a race as seen from the perspectives of three drivers. Cameras will follow them as they greet the media, prepare and even take care of their kids -- with each show culminating with the outcome of the race. Some storylines will last one episode while others will arc over several.
"With NASCAR as our partners, we have unprecedented access. Our plan is to make this documentary series as cinematic as possible," Krantz said. "The world of NASCAR is colorful, explosive and amazingly intense. Races are decided by thousandths of a second. If we can capture the heart and soul and emotion of its drivers, we will present a picture to America that it is hungry for. We couldn't be more excited about this great opportunity."
No stranger to the world of NASCAR, Messick has produced segments for "MTV Sports" as well as for the LMNO-produced series "Behind Closed Doors With Joan Lunden."
"Tony has done great stuff in the scripted realm, and with my experience in reality, it just seemed like the perfect partnership," Messick said. "The idea is to take these people who are seen as superheroes and take you behind the image. We'll show you these extraordinary people doing both the ordinary and extraordinary."
"This will be a clear look at the job and what the life is like," Krantz said. "Cameras will be with these guys during breakfast, in their trailers, while they are with their pit crews. It's really like a scripted drama. Their lives have highs and lows."
Krantz, chairman-CEO of Flame Television, exec produces the UPN laffer "Rock Me Baby" and will next exec produce USA's update on the "Frankenstein" myth alongside Martin Scorsese, Dean R. Koontz and director Marcus Nispel. The former Imagine TV topper's credits include "Sports Night," "Felicity," "The PJs" and the feature "Mulholland Drive."
UTA-repped Messick heads up Mess Media. He exec produced MTV's "Who's Got Game?" with Earvin "Magic" Johnson as well as Fox's "Boot Camp" and "Looking for Love: Bachelorettes in Alaska."
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