Is the A-League product good enough for free to air?
Columnist
By Adrian Musolino, 27 Aug 2009 Adrian Musolino is a Roar Expert
Melbourne Victory's Archie Thompson (right) walks past as the Central Coast Mariners players celebrate winning round 1 of the 2009/10 A-League season in Melbourne, Thursday, Aug. 6, 2009. The Mariners beat Victory 2-0. AAP Image/Joe Castro
As a spectacle, Round 3 of the A-League left a lot to be desired. After the excitement of Round 2 and the Melbourne-Brisbane clash, it was confirmation that, despite the enormous strides, the league has a long development path still to trek, one that might be best if it’s played out on pay television.
Fans insist that for the A-League to break through the current public malaise, it needs to be on free to air.
Fair enough. Fox Sports is obviously limited in terms of its reach.
As a relatively new competition with new franchises still trying to win hearts and minds and build name recognition, free to air would afford the A-League a much wider reach.
As the Netball ANZ championship can attest, free to air coverage has its obvious benefits.
But how will the casual sporting fan react to the A-League, with its obvious and accepted deficiencies in style and play?
I do need to make the following clarification here: When I say casual sporting fans, I’m not talking about the sports fans that log onto The Roar daily and debate crowd figures, rather the fans that drop on the couch Friday night and want to be entertained to forget the drudgery of their working week.
The general perception of the A-League to these casual sporting fans is mixed.
They don’t particularly understand and appreciate the obvious and expected flaws of the A-League, especially when compared to other codes and overseas leagues.
Make no mistake; the A-League can be incredibly entertaining, and even these doubters would have been thoroughly entertained by the Melbourne V Brisbane clash from last weekend, but the overall depth and quality is still lacking and if this was exposed on free to air, it could damage the league and only foster these negative perceptions.
The advent of Fox Sports, and to a greater extent – due to its wider accessibility – ONE HD, is changing Australia’s sporting palette.
With Italian and German football now appearing on ONE HD, football is getting a greater run beyond the usual suspects of Fox Sports and SBS.
This all helps further educate the casual sports fans, which, in the most part, live on a diet of high scoring AFL and NRL, about the world game; a game that has only had brief flirtations with mainstream / commercial networks, often with mixed results.
The catch-22 for the A-League is the inconsistencies in its product would be further exposed in the mainstream on free to air, yet it needs free to air in the long run to help develop commercially so the knock on effect can help improve the on-field product.
Perhaps the fact that the next media deal is not up for grabs for a couple of years yet, is a good thing as it gives the A-League the necessary time to further develop.
This makes the next few years, when combined with the next stage of expansion, crucial to the leagues development.
The Holy Grail for the A-League is not free to air coverage just yet, rather genuine signs of on-field improvements.
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Pippinu said | August 27th 2009 @ 8:31am | Report comment
This was covered on another thread, but I’ll raise it here.
Let us suppose that the Government does end up putting the Socceroos on the anti-siphoning list.
I have no doubt that any one of the three Commercial FTAs would pay decent money for exclusive rights to the Socceroos (excluding WC matches). That’s the good news.
But the bad news is:
1. You wouldn’t necessarily get to see all Socceroo matches (why? simply becuase that’s what happens on Commercial FTAs); and
2. Once the Socceros are decoupled from the A-League – how much in TV rights will the A-League bring in on its own?
3. Taking it further, if all of a sudden, Fox don’t have the Socceroos AND they don’t have exclusive rights to the A-League, can anyone imagine what that would mean for the overall TV rights in relation to the A-League?
People should keep these little questions in mind. Fox is actually a very good fit for the A-League (moreso, if the Socceroos stay on Pay TV as well).
Davos said | August 27th 2009 @ 8:44am | Report comment
The government is greatly assisting the FFA and I’m confident that if the Socceroos were decoupled from the A-league to go onto FTA, it would only be friendlies and Asian WC Qualifiers and Asian Cup and all games shown, which I don’t think is unreasonable, the WC rights are completely separate, the government has no say on this matter.
Mr said | August 27th 2009 @ 2:05pm | Report comment
Pip, I share your view in regards to de-coupling of the Socceroos and A-League. As it stands no FTA would both pay and present the quality of coverage as Fox.
The discussions on an FTA A-League highlights packages (a necessity that will be coming soon – I’m sure) have nothing to do with the Anti-Siphoning List. That should be kept to the side. For those passionate about the subject, ASL submissions need to be made before Friday October 16. See here;
http://www.dbcde.gov.au/broadcasting/television/antisiphoning_and_antihoarding/sport_on_television__review_of_the_anti-siphoning_scheme_discussion_paper
I think the elephant in the room are the digital channels and the rise of new media. The government traditional media/new media convergence review is due in 2011 and both Austar and Fox are requesting access to digital channels before the roll-out of the broadband network. Fox could run football independent of the FTA channels if it gets Digital Access (read a Foxtel version of OneHD) – and set top boxes are a lot cheaper than cable subscription. This brings into the discussion cross-media regulations of course.
In regards to new media, I write today from my home in Asia. I’ve had broadband in the various countries I have lived in since leaving Australia a few moons ago. The annual subscription to AFC TV is only GBP30 per annum, giving A-League, J-League, Chinese Super League, ACL, AFC Asian Cup/Qualifiers, FIFA Asian WCQs. I can either pay this, or get coverage game-by-game from other sites free or nominal subscription depending on my mood – and I stream either type of coverage to my plasma with commentary & no ads. It’s great. When Australia gets the necessary bandwidth, I would venture a similar take up. There’s a whirlwind coming.
AndyRoo said | August 27th 2009 @ 2:17pm | Report comment
I never knew about this site and it looks fantastic.
Redb said | August 27th 2009 @ 3:15pm | Report comment
Agree, I clicked on one of the discussion papers gives you a nice summary of the TV status quo and possible changes re digital channels. Tends to flag some changes in line with digital rollout increasing since the early days, but Pay TV looms as a major lobbyist against this, given their skin in the game $$$.
Redb
Luke W said | August 27th 2009 @ 8:34am | Report comment
This is why I think a highlights show is the first step, maybe with a “Match of the Week” as well. I agree that right now the product isn’t consistent enough. In patches, the A-League has shown how entertaining it can be, and the passing game at times is almost a European standard. But it has to become more consistent for a casual sporting fan to embrace it. We can’t forget that your average FTA sports viewer is used to seeing the pinnacle of the sports they watch. Both the NRL and AFL represent the best those codes have to offer, so the A-League has to close the gap between it and the best leagues in the world.
Davos said | August 27th 2009 @ 8:51am | Report comment
Possibly the nest step in the evolution of Football and FTA coverage could work whilst maintaining the Pay TV arrangement. All live games remain as the status quo with the addition of ‘select’ games to be included on FTA TV also, AFL does this, where you can view the same game on PayTV and FTA TV, however FTA is mostly delayed to fit into standard FTA scheduling.
The Link said | August 27th 2009 @ 9:02am | Report comment
Highlights and maybe a match of the round on One. Wouldn’t expect much ratings wise
Surely FTA TV is looking for some summer content though.
simonjzw said | August 27th 2009 @ 9:19am | Report comment
Mate, the English Premier League isn’t good enough for our FTA how is the A-League going to cut it?
Luke W said | August 27th 2009 @ 10:30am | Report comment
Last time I checked, the EPL wasn’t good enough for English FTA.
Freud of Football said | August 28th 2009 @ 12:13am | Report comment
What a rubbish comment.
The EPL is so good that people will always pay to watch it, the stations can name their price, people will always pay for the product. It’s got nothing to do with it being a low quality league.
Give me Gerrard, Lampard and Rooney any day over Culina, Aloisi and Smeltz
AndyRoo said | August 28th 2009 @ 8:40am | Report comment
Think about what he said mate and the context. He was not having a go at the EPL he was highlighting that SKY owns most of the broadcast rights so just being on FTA or Pay TV has no baring of quality.
But as to your comment Fabergas, Torres and Drogba are much better advertisements for the EPL.
In regards to Rooney, Lampard and Gerrard I would prefer Culina, Aloisi and Smeltz. There not as good, but I don’t really care anymore about some hard working poms playing for a bunch of teams I don’t suport.
Mushi said | August 27th 2009 @ 9:36am | Report comment
The highlights show doesn’t really work though, for the most part these shows are used because of their synergies (be they perceived or real) with other programs on the channel.
On a stand alone basis they have less value.
Pippinu said | August 27th 2009 @ 9:40am | Report comment
It’s true that that’s how the Commercials generally approach these sorts of decisions.
Gaz said | August 27th 2009 @ 9:46am | Report comment
When”s the last time you watched a whole 90 minutes of rugby, Adrian? It’s boring as all heck! Boof! Boof! Boof!
AFL is not much better. Kick, run, fumble, ruckus… It’s the stupid egg-shaped ball which makes them all look even more incompetent than they are.
Even the most boring game of A-League nowadays is far better spectacle than this.
Perhaps the real issue is how the game is presented on TV. You need a mixture of commentators who can make the game interesting to different levels of viewers. You need to educate new viewers as you go through the game, so they finish the 90 minutes with more knowledge of the sport, the players, and the teams they just watched.
Pippinu said | August 27th 2009 @ 9:53am | Report comment
Yes – but in the modern market economy, it’s of little value for a handful of individuals to loudly proclaim: well, my game is much better, therefore it deserves the lion’s share of the TV rights.
The dollars aren’t handed out on the basis of Fos-like wishful thinking.
Indeed, it was Fos himself who said the other day that soccer is a symphony, not a cacophony.
Now he clearly hadn’t seen any vision of the recent Carling Cup tie between West Ham and Milwall.
But putting all that aside – has it occurred to him that rock music outsells orchestral music by a factor of about 10 to 1 (pretty much the same ratio as the AFL TV rights to the A-League TV rights).
Similarly, the chaos of a Picasso will outsell the seemingly beautiful landscape of the amateur.
AndyRoo said | August 27th 2009 @ 10:20am | Report comment
Pip, I don’t think anyone (sane) is thinking that the HAL is going to bring in a lot of cash (if any) for FTA.
SBS don’t pay much for the Iron Chef and that’s a pre packaged show (i.e. no need to spend money making it) and kills in the ratings.
DiCanio said | August 27th 2009 @ 12:13pm | Report comment
Picasso is not chaos
Maybe Pollock
Vicentin said | August 27th 2009 @ 9:58am | Report comment
I think a highlights program could work but having watch the Serie A and Bundesliga highlights the other night I have to say that if you don’t put the money in to the production values – enough cameras covering the game, good editing and other technical enhancements then you’ll end up doing the game itself a disservice.
The Bundesliga highlights are excellently done – similar to the way the Premier League highlights are packaged and how Serie A was in the nineties. The Italian highlights package on One HD “The Show” was a shambles of poor at ground camera work, poor editing, poor lighting at the pitch – though maybe this is more about poor post production, and it was an incomplete package (not all games were covered) which is probably something to do with confusing TV rights in Italy. It reaked of cheapness. Bottom line is the quality of the games was good but the production around them so let them down.
I think the general standard of the coverage of existing A-League games is good and with some tight editing out of the dull bits (every game has them) a very attractive package could entice a few newbies and satisfy the rusted-on but reluctant to go the Pay TV route. Have to admit I still haven’t signed up – other priorities and I don’t particularly like the model by which they sell their product ie I’m not interested in a lot of the other shit entering my house, but its not stopped me from watching a few games a week either over the net or at the pub etc it’s too easy.
Redb said | August 27th 2009 @ 10:05am | Report comment
You have got to be kidding.
Wilba said | August 27th 2009 @ 10:20am | Report comment
Not that helpful Gaz, bagging other codes. I have fallen asleep in front of the TV watching all codes.
Gaz said | August 27th 2009 @ 10:39am | Report comment
And I have sat entranced watching lawn bowls for an hour… especially after a few beers! I mean, people are waching BALLROOM DANCING just because it’s packaged right. C’mon!
Redb said | August 27th 2009 @ 11:30am | Report comment
What a load of cockie crap.
Most sports existed and were popular before television.
Redb
Chop said | August 27th 2009 @ 11:45am | Report comment
I can tell you Gaz, there are significantly more people watching either the NRL or AFL, plus Union tests in Australia than have even a passing interest in football. That’s what the A-League needs to work at changing to increase it’s popularity, it needs to be everyone’s second favourite game to get a foothole and then it might be ready for FTA TV, but right now the Northern states don’t get live AFL because of the ratings flop going against the NRL and vice versa in the Southern states. FTA doesn’t show live NRL into Victoria against the AFL because very few people will watch.
Your opinion, as valid as everyone else’s in a very VERY small minority.
I watch all 4 sports as much as I can but people like you with a football snobbery do nothing to help people want to watch the A-League because the barriers immediately go up. ‘That Gaz reckons the game I love is boring, why would I want to consider the game he loves when he’s just slamming the game I love’. I’ve seen it happen
Redb said | August 27th 2009 @ 11:49am | Report comment
Bang!! slotted through from outside 50.
cheers
Redb
Pippinu said | August 27th 2009 @ 11:54am | Report comment
Post high – over the ump’s head.
Brett McKay said | August 27th 2009 @ 1:21pm | Report comment
and over the black dot from the sideline!!
Good from you Choppo…
AndyRoo said | August 27th 2009 @ 11:58am | Report comment
I thought AFL is live in brisbane and Sydney.
I know this weeks game the coverage starts at 7:30 pm in Brisbane so if it’s not live it’s close enough that it doesn’t matter,
Dogs Of War said | August 27th 2009 @ 12:02pm | Report comment
Only live on Foxtel, so you must have fox if you want to watch AFL live fridays.
AndyRoo said | August 27th 2009 @ 12:12pm | Report comment
Oh, I was just talking about whatever game involved the Lions or Swans…… I assumed even the most diehard AFL fan wouldn’t suggest putting an Interstate team vs interstate team game of AFL against Friday Night Football
melbvictory87 said | August 31st 2009 @ 8:27pm | Report comment
finally some1 i can relate to. ive just been saying this for the past 22 years of my life.
AndyRoo said | August 27th 2009 @ 9:46am | Report comment
Keep in mind FTA won’t be until 2013 which is 4 years from now so that is already plenty of time to develop.
That said I think the A league is a good enough product now, personally I would be only putting one game on FTA for exposure purposes rather than cash and that shouldn’t hurt the Fox deal because it would basically be advertising for them too. If people like what they see they will want to be able to watch there team every week (rather than once every 6 weeks) they will have too buy Fox.
It will never be as good as the top European league because of the financial differences wether we wait 5, 10 or 15 years. If we have to match Bayern Munich, Juventis and Manchester United we are never going to be happy but the truth is we don’t have to. Plenty of people watch the English championship and if you choose the games carefully (i.e. no Mariners) the TV product supplied by the A League can match that (perhaps not quite as good but made up for with that extra local flavor). And when you compare it to what other sports are on offer on FTA the Wallabies, NRL, 1 day cricket, Netball Championships and AFL the skill level is comparable.
Without that exposure to grow support the league won’t develop because we are struggling to get the message out there and build the profile of our players. Crowds and the salary cap won’t grow and while we are waiting for the perfect product the opportunity will pass us by.
If there was FTA game on each week this year I am pretty confident I could pick a good game in advance that would appeal to casual football fans, if you can’t just choose the Gold Coast game. Personally I like watching Adelaide because while there defensive it’s a well structured defence but I understand that they won’t be as appealing to the casual fans.
Heres my easy to use formula for choosing the TV game each round. Each Team has a number of appeal points and whatever game (add the two teams appeal points together) has the most appeal gets chosen.
Gold Coast United 8
Brisbane Roar 6 (play a very open and dirty game, which appeals to Aussies)
Melbourne Victory 5
Perth Glory 5
Sydney FC 3 (big name but not always that fantastic to watch)
Newcastle United 2 (occasionally scrappy occasionally brilliant)
Adelaide 2
Nth Qld Fury 2 (have to differentiate because of the conditions, a night game is 3)
Phoenix 0 (fine to watch but not much appeal on this side of the ditch)
Central Coast mariners -1 (not so much for there football but for the fact they are so good at strangling other teams)
Gaz said | August 27th 2009 @ 10:10am | Report comment
I like the way you are thinking. Gold Coast nearly every week! Works for me, and certainly will not be boring (especially for rugby/AFL fans who want lots of goals).
I think the Jets might deserve a higher rating under Culina Snr, let’s see what they can bring this season. Perth should start playing some good stuff too.
Anyway, with the Socceroos on the world stage next year, you would think at least a highlights package in Season 6 will be a MUST.
AndyRoo said | August 27th 2009 @ 10:13am | Report comment
Yeh my rating for the Jets is low but only because you dont know which Jets will show up. I should probably rate them higher because if they are playing Gold Coast, Brisbane or Melbourne you know it will be an interesting game.
There are so many good footballers at the Jets, Lubo, Pafta, the new italian marquee are all great to watch
True Tah said | August 27th 2009 @ 1:54pm | Report comment
AndyRoo
the comment about the skill level is in A-League being comparable to rugby, NRL, AFL that surely has to be irrelevant to TV viewing.
Both the NRL and the AFL are on a differant planet to the HAL when it comes to Pay TV viewing.
AndyRoo said | August 27th 2009 @ 2:04pm | Report comment
The skill level I only brought up because the article proposed waiting until the HAL was more developed before going on TV. So I thought it apt to mention that in that regard it compares well to what is on free to air at the moment and shouldn’t be of concern.
Ratings wise the HAL will be a dud when it comes to Free To Air when compared to the NRL and AFL. That’s why I am predicting a small deal for one game a week done for exposure rather than money reasons on One HD, SBS or the ABC.
I think Rugby would be interested too see how the HAL goes because both games have their best domestic comp only on pay tv and rate in the same ballpark. What that equates too on FTA will be interesting
True Tah said | August 27th 2009 @ 2:26pm | Report comment
Andyroo
both rugby and futbol got dudded by FTA when their competitions (NSL and S14) were supposed to be shown by the channel, funnily enough it was the self-proclaimed “friend of rugby” Channel 7 which was responsible in both cases.
Olrac said | August 27th 2009 @ 10:06am | Report comment
I think fox should onsell or at least ffa should get them to, give a match of the round to ONEHD and have a highlights show just before it say on a a wed night there are no AFL or NRL (that I know of) shows on that night on FTA and they could do an hour of analysis and highlights then have a game of the week.
Maybe fox could trade it for some advertising time or something of that nature. ONE-HD seems to be positioniong itself to become a bidder for HAL in 2013 and Channel nine with their footbal stars of the future program are giving more credence to what soccer/football can bring to the table.
eastgate said | August 27th 2009 @ 10:11am | Report comment
Perhaps not the commercial networks, but nationally on the ABC – yes
If the ABC can show the snoozefest that is the Sydney club Rugby competition, surely the A league match of the Round is good enough.