05/21/2013 04:33 EDT | Updated 07/21/2013 05:12 EDT

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 four 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.