TV rights for sport have become the ‘uber’ source of revenue for sporting codes in Australia. In the past, gate receipts, sponsorship, club membership and merchandise filled club coffers along with social club and pokie machine revenue.
As each sport’s governing bodies endeavour to grow their respective games the surplus of funds generated by TV rights has allowed unprecedented development opportunities to grow football codes especially beyond their traditional footprints.
Kerry Packer changed the sporting landscape in Australia through television. Most notably with cricket with his “World Series Cricket” nationally and the growth of rugby league in his home state of NSW and the sport’s sister state Queensland. According to some he also dabbled in Australian soccer a couple of decades ago.
Packer’s forays into Australian Rules football had been few and far between. At the end of the day he was a Sydneysider who knew little of the game they played south of the Murray River or to be geographically accurate, south of Gundagai in NSW.
Channel 9 in Melbourne through the massively successful Thursday night Footy Show which ran for 8 years without any AFL footage changed Packer’s mind about his ‘interest’ in the sport.
For the first time in some 40 years, channel 7 lost the AFL TV rights to channel 9.
In 2001, after winning the AFL rights, channel 9 enjoyed ratings growth and dominance in some states due to its AFL coverage. All of a sudden Packer saw the potential for the game down south and was eager to join the fray when the rights came up in 2007-2011.
It is history now that channel 7 and channel 10 paid a record $780M for the AFL TV rights for 2007-2011.
What is forgotten is that Nine Network initially did win the rights with a tabled $780M bid. However, channel 7 through a “first and last rights” clause took the opportunity to match the offer and secure the rights.
The $780M offer surprised many observers across the sporting landscape in Australia. It was easily the biggest deal for TV rights.
It led to speculation from other sports notably in rugby league circles that channel 7 paid over the odds because Packer apparently just ‘set up’ his old sparring partner Kerry Stokes at channel 7 (Seven network).
It would have been a pretty big gamble if Stokes wasn’t interested in playing, remember Packer had already technically secured the rights at $780M. Stokes had 14 days to enact his last rights clause.
We will never really know. Was is it the act of a ‘sting’ by Packer or really just a retort after his ego was damaged?
If the bid was just all smoke and mirrors you would imagine that after Kerry Packer’s passing away, the interest in AFL at the Nine Network would similarly drift.
Yet it is a fact that this year channel 9 has more AFL shows than channel 7 at the moment, aside from game telecasts. I count four shows with the Thursday and Sunday Footy Shows, Footy Classified and TAC Future Stars (under 18s). Channel 7 has 1, Gameday.
Over the past 12 months there has been much speculation in particular about the viability of a second NSW AFL team in Western Sydney.
Two new teams are being created to grow the game of AFL in NSW and QLD as well forming an enhanced TV offer to perhaps increase the TV rights to $1 Billion.
The two objectives go hand in hand. TV rights dollars are being used to fund more development and consequently potentially more TV revenue.
Despite wide spread acknowledgement that the Swans TV ratings in Sydney have fallen (in line with its success), channel 9 continues to give oxygen to the AFL’s interest in Western Sydney.
First, 60 Minutes aired a story about AFL juniors in Western Sydney – the rugby league heartland. The story was viewed as a fluff piece as it talked about AFL winning over juniors,etc. This was followed just recently by a similar story on channel 9 Today Weekend edition.
Channel 9 network boss Jeff Browne in Melbourne told The Age newspaper recently: “Of course we’re interested. Channel Nine would always be interested in talking to the AFL about their product. We enjoyed having football in the past and we did a very good job with it.”
It appears Packer’s interest and legacy still lives on.
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July 21st 2009 @ 12:04pm
Redb said | July 21st 2009 @ 12:04pm | Report comment
AndyRoo,
Your right Pay Tv is lsowly gaining more concessions from the AFL. it has only been in the last 18 months that live games have been available and there are now 4 live games a week against the gate but generally not the best games.
Twilight games (late Sunday arvo) are starting to gain traction for Foxtel as it’s not he best time to attend but most people are at home late afternoon Sunday.
It is also true that the 9 games arent about WS and GC audiences, but Melbourne audiences watching their team play those teams. Curiously the Swans got their highest FTA ratings since April on the weekend. Foxtel also covered that game.
The AFL still has a bit more up it;s sleave give up in terms of moveable fixtures, better live games for TV, etc.
In terms of actual televison coverage of the game it’s still pretty ordinary compared to the live experience but as technology improves the gap is closing.
Redb
July 21st 2009 @ 12:38pm
AndyRoo said | July 21st 2009 @ 12:38pm | Report comment
Recently Pay TV has paid considerable sums for A league and U20′s Rugby league. Not a billion dollars but when you scale it to the relative attractiveness of AFL (it is something that would really bring in subscriptions) then it seems Fox may be much more aggresive in their bidding next time. Their attitude to AFL has been a bit puzzling though, they dropped the Footy Channel and played hard ball last time but AFL is the one sport left that hasn’t sold it’s soul to pay tv and represents the golden goose in regards to future pay tv growth.
It would be strange for AFL to get less TV money because I think more people have widescreen TV’s and the game continues to grow (if slowly) up north so the product has actually improved.
July 21st 2009 @ 1:19pm
Redb said | July 21st 2009 @ 1:19pm | Report comment
AndyRoo,
I loved Fox Footy, but what must be remembered is that the package did allow for any live games, it was effectively a replay channel . Most AFL games have been available on FTA for years there was less take up.
Traditionally, AFL subscribers went for Optus rather than Foxtel, when Optus dropped off, due to good FTA coverage I guess most AFL fans had little reason to take up Fox Footy.
Foxtel coverage now is pretty good. You get all the replays, pre and post game shows, so with the live games it’s actually better than Fox Footy, although I do miss the WAGS show for obvious reasons.
Wide screen and high definition improve the panorama but we also need more cameras to give better angles and some form of mobile camera technology which can keep up with the movement of the ball.
Redb
July 21st 2009 @ 1:54pm
AndyRoo said | July 21st 2009 @ 1:54pm | Report comment
Since where talking about AFL TV contracts,
Does melbourne get 4 games on free to air? are they all live?
Do you expect this to stay the same after the next deal?
Thats a lot of content (Rugby league shows 3 games now, but was 2 for a long time).
And on the AFL subject, Buckley and Voss seem to be able to write their own ticket anywhere yet nobody wants Mark Williams or Kevin Sheedy, and I remember Malcom Blight getting dumped from a poor St Kilda. In rugby League a team doing badly would be really keen to get an experienced coach but in AFL it seems the opposite. Is it becasue of recent changes to the way the game is played or do Buckley and Voss just present as very astute readers of the game?
It just strikes me as strange becasue I would consider someone who hasn’t coached at senior level a risk but these two seemed to eb considered safe bets by the AFL media.
July 21st 2009 @ 2:07pm
Redb said | July 21st 2009 @ 2:07pm | Report comment
AndyRoo,
Melbourne gets 4 live games, probably only 1 of them will be two Vic teams. They are often ‘interstate’ games or down at Sleepy Hollow (Geelong).
There is defintely a mix in each state depending on what is free to air,etc.
Kevin Sheedy coached my team Essendon for 27 years, he’s over 60 now and I guess some would say hes had a fair crack at coaching. He would make a good ambassador for Western Sydney. Much loved figure at Bomberland and Tigerland for that matter. many fans would have Sheeds back at Essendon and were pushing for him to take up the job at Richmond – fans dont always know whats best for the club.
Mark Williams would definitely still have life left in him or did you mean Mick Malthouse?
Voss has done well in his first year, considered a surprise with no apprenticeship as an Asst Coach which is the usual modern pathway.
Buckley is held in greater esteem than Voss and is probably on par with James Hird. All 3 were great players and leaders of men.
Buckley at Collingwood would be a marketers dream – Hirdy coaching Essendon would be the same (Knights is doing bloody well though). Seeing these two blokes at two of the biggest clubs in the AFL at the MCG, 90,000 people!!!
Buckley and Hird both captaining and then coaching their teams on ANZAC Day – great stuff . Sorry getting carried away and off topic.
Redb
July 21st 2009 @ 2:14pm
Michael C said | July 21st 2009 @ 2:14pm | Report comment
AndyRoo -
Melbourne rarely get’s a ‘live’ game.
And generally only if it’s from interstate.
Ch.7 have a very solid Friday night schedule with Better Homes 7.30 to 8.30 and they are perfectly content with footy from 8.30 onwards – - so, that game is invariably delayed.
Sat and Sun arvo we get a 60 min delay on a 2.10 start game that starts on tele basically at 3.10pm.
And Sat evening, most times we get the Melb game delayed, even though there’s an interstate game that could be beamed live into Melbourne.
So, normally, at best, 1 of 4 FTA games will be live.
Given footy is fabulous broadcast on the radio – being an arvo game delayed is a challenge, as, so many people are out in the backyard or at local sports with the radio.
- – - re the coaching questions -
short answer – - YES.
You’ve got it absolutely correct.
Keep mindful though, Buckley has effectively been serving an apprenticeship – - both, in his last couple of seasons when mostly injured, he had heaps of coaching box time – and, currently with his elite junior coaching and other such duties and AFL funded learning trip to the US etc.
July 21st 2009 @ 2:15pm
Pippinu said | July 21st 2009 @ 2:15pm | Report comment
AndyRoo
There was a bit of a stink at the start of the current TV contract when the amount of FTA games were reduced from 5 to 4.
If I were a betting man, I’d say that when we go to an 18 team comp, four games will remain on FTA and 5 will go to Pay TV.
On the question of coaches, what you are saying is all correct, and what applies in League would definitely apply in aussie rules, i.e. there is a premium for coaches who have been there and done that, over and above the untried product.
The number of great players who have failed as coaches is legendary – and I’d say the same goes for both aussie rules and league (Royce Hart comes to mind in aussie rules, and I’m sure there are equivalents in League).
Having said all that, very occasionally, particular players are held up well above the norm as having the wherewithal to coach. In fact, I can recall Mick Malthouse retiring from playing, and being immediately hailed as coaching material, and he took over a struggling Footscray, taking them to 3rd in his 2nd year and pretty much setting up what was to become a successful career.
Currently, the media is acting as kingmakers for a number of recently retired players, incl Bucks, when the general expectation still applies in the industry that you need to do an apprenticeship before you get your chance ( for instance, Denis Pagan’s apprenticeship must have run for about 10 years before he got his chance).
For every Voss (reasonably smooth transition into coaching) there are at least one or two where that’s definitely not the case (unsurprising when there can only ever be one winner out of 16 each season).
In relation to Sheeds, you touch on a good point, that aussie rules is seen to change so much from decade to decade, so with someone having now coached for almost three decades, there probably is some doubt in some circles as to whether he can still offer something.
I’m sure you would agree that for someone to coach at the one club for 27 seasons in the modern era is unbelievable (and yes, I’m aware that Fergie is probably thereabouts as well – but once again – he’s a bit of a rarity!!).
July 21st 2009 @ 2:21pm
AndyRoo said | July 21st 2009 @ 2:21pm | Report comment
Mark Williams, I saw a little of the show on one HD with Robert Walls (he talks about AFL but I love his forthright responses). It seems he is being pushed out of the Power.
Yet I remember a few weeks back when there talking about who to fill the dockers position there was no talk of an experienced coach, it was some other rookie or assistant. In rugby league the older coaches Bennet, Smith and Sheens (all in their 50’s) are quite sought after so I thought for a perennial struggler they would be looking for someone experienced.
I guess Sheedy would be in the same age group as Martin lang ex panthers/sharks coach and he is out of job also.
July 21st 2009 @ 2:30pm
AndyRoo said | July 21st 2009 @ 2:30pm | Report comment
I am sure if i wached more of AFL I would have seen it was not the norm, but from an outsider it just seemed quite odd. If Parramatta had have thrown the reigns to someone without experience I would be up in arms because it probably means another few years of struggling.
At the moment I can’t think of any current league players who are such standouts that I would want them coaching my team. But I imagine in the past Peter Sterling would have been wanted as a coach as soon as he retired.
@ Redb
I am looking forward to your article “AFL politics for dummies”
July 21st 2009 @ 2:32pm
Redb said | July 21st 2009 @ 2:32pm | Report comment
Mark Williams definitely still has a shelf life as a coach, he has been mentioned as a possible candidate for Richmond and maybe North Melbourne if Buckley goes elsewhere. North will basicially shine Buckley’s shoes with a toothbrush if he signs with them.
Williams has been offered the coaching role at Port Adel for 2010 on reduced dollars and is yet to sign, thus keeping him in the twilight zone for other offers.
Once Buckley makes up his mind a coaching merry go round will ensue.
Terry Wallace was considered a career coach in the mould Sheens, etc but after 4 years Richmond went nowhere. The culture of certain clubs often gets in the way of them making a good choice/decision.
Redb