3pm start is 9am eastern. Might be problematic for televising in North America, but right now it's not a major concern, as I'm sure they're not getting much out of that, ratings- and rights-wise.
I'm only attached to the notion of the 4pm start due to the movie, but I'm not expecting the drivers to fire the engines at 4pm, so I suppose I can get over the actual time also...
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