Formula 1 supremo Bernie Ecclestone insists he is not alarmed by the sport's declining television audience and sees no need to revamp its social media approach.
Amid viewership drops in key markets such as Italy and Germany, there have been calls for F1 to make the most of opportunities offered by new media channels like Twitter, Facebook and YouTube.
But Ecclestone remains unmoved, and doubts the social media boom will last.
"It matters obviously, but when you say it is falling, it is changing" he said when asked by AUTOSPORT about falling TV figures.
"But I think the change that is currently taking place is very shortlived, as
these social media people are starting to think it is not as good as they thought."
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Bernie Ecclestone dismisses F1 TV decline and social media calls (Autosport)