One of the realities of modern sport and entertainment is the way that fans want to customise their experience. That trend is only set to deepen.
This goes back to something former Ferrari F1 team principal Stefano Domenicali observed, that the younger generation want to be 'protagonists' not passengers. You only have to look at the rise of the 'selfie' culture for proof of that.
But as a viewer, how much control can you have over the way you consume a Formula 1 Grand Prix, for example? Yes, you can have a second screen open with the F1 app giving you basic tyre data and lap times, or you can follow the teams on Twitter, but how much further could you go?