- Niki Lauda believes F1's failure to embrace new media is hurting the sport. "Formula one is seeing a serious cultural change, The audience wants to watch sport in a different way than before, due to the rapid growth of the new means of communication" http://www.jamesallenonf1.com/2014/07/is-f1-losing-its-buzz-niki-lauda-offers-answer-to-sparse-german-crowd-puzzle/ 209 comments formula1