Racing to find a new audience

F1 looking at ways to revamp its image, keep abreast of newest technologies to attract younger fans

All tickets for this weekend's Chinese Grand Prix - the F1 circuit's landmark 1,000th race - were sold out, but the three-day event at Shanghai International Circuit barely made a blip on Chinese social media.

More than a dozen years after Michael Schumacher captured his last career victory at the 2006 Chinese GP, F1's official Weibo account had attracted only about 40,000 fans as of Saturday night - a far cry from the 40 million following the NBA.