"In a time when motorsports are a little down, we are going forward just full bore," Lucas Oil spokesman Stuart Rowlands said.
Lucas explained that television is facing an uncertain future.
"There's a huge flux in television," he said. "Nobody really knows where it's going. Everybody's guessing and betting, and there's going to be a lot of people with their handhelds."
Rowlands said Lucas Oil Network would immediately increase the company's reach.
"They're trying as hard as they can and this is the obvious way to do it," he said. "If we can't build the racetracks over there and there's no local television or cable networks, hey, if you can show your product on the internet, you can watch it on the computer."
Lucas expects MAVTV to remain successful, but he's preparing for the day that television becomes less prominent.
"I wish everybody could watch television, but so many people are going to quit watching television and start watching internet television," he said. "We're trying to cover all bases. We're not abandoning standard television, we're just trying to get out there and get the rest of it because we are a worldwide company and we want to get more worldwide. We're just trying to be good businessmen."