I watched the documentary, and agree it was mainly a puff piece, but I assume it was that or nothing. There was some insight into the IAAF, and an apparent intention to shake things up a bit, and not just about doping concerns.
Seb is right to be concerned about how interested kids and teenagers are in the sport. That shouldn't be at the expense of an older audience, but surely the point of a governing body is to secure the long term future of the sport, which means looking to future fans and crucially, participants. If kids think athletics is boring, who will be our future stars? Moves to make the sport more appealing to the next generation will benefit older fans too. Better coverage through social media is good for everyone with a computer, and will be good for the stars who get a better profile, and therefore better financial support.
In some ways, Seb should be reassured that people will always be fascinated by the idea of who is the fastest man, or who can jump the highest or longest. No matter what the sport goes through, if they can convince people that it is clean in the future, people will be interested. However, I think he made a good point about it being unacceptable for some big stars to simply say they aren't going to try hard one particular year, and that there needs to be more head to head competitions through the year.
I'm bored rigid by football, but one of the reasons they have whole teams of dedicated football journalists is that football is always creating stories, even in the off-season, and any scandal is quickly forgotten about, because there is another match, or another transfer happening before long.
One of the great things that athletics has going for it is that men and women normally compete at the same events, which gives added appeal to families. It's a point that's been critical to the equal pay debate for tennis, and shouldn't be under-estimated, especially as newspapers are beginning to put a bit more effort into covering women's sport. Athletics has always been one of the best when it comes to creating female sports stars.