Robust bunch of story lines counted on for ABC's expanded coverage to help sell Indy 500

Television executives are hoping a robust bunch of story lines accompanying this year's Indianapolis 500 will help build interest in IndyCar beyond the signature race.

Rich Feinberg, ESPN's vice president in charge of motorsports production, acknowledged Tuesday that IndyCar ratings have been "challenged in certain areas." But Feinberg says the best way for ABC-ESPN to help build the sport is through compelling story-telling.

Helio Castroneves and Dario Franchitti are attempting to become four-time winners on Sunday. A.J. Allmendinger is making his Indy 500 debut, there are three women in the field and the pole sitter, Ed Carpenter, is a local boy and part of a strong American contingent.

Feinberg believes those story lines can help build on the success of last year's race, the most watched since 2008.