Ben Warren of the Kangaroos during the AFL Round 01 match between Port Adelaide Power and the North Melbourne Kangaroos at AAMI Stadium, Adelaide.
There is a delicate balance codes must find between offering fans live television coverage of its game without having that very coverage impact crowds turning up to the grounds.
The problem has been exacerbated with the stubbornness of free-to-air networks which continue to show delayed coverage of sporting events, even in interstate markets from where the game is being played, and the resultant rise of illegal live streaming of matches online.
LIVE STREAM AFL – How to watch the 2015 AFL season online
The growing popularity of sites such as Justin.tv and the like is a growing concern within the AFL and its broadcasters, with Channel 7 describing it as a “serious problem” and the AFL acknowledging that it’s compromising current television deals.
It also impacts a league’s overseas television rights, although the AFL does counter this with live streaming of its own to key foreign markets.
Channel 7’s refusal to budge on the issue of showing Friday night footy live has compounded the issue, and it is undoubtedly one of the major factors for the rise in popularity of online streaming.
There is a simple solution to combating these illegal streams for the network: offering live coverage! It would kill off the need and demand for such sites.
But there is a bigger issue at stake and that is balancing the demand of fans for live coverage, particularly when there are these online options for them to pursue, and maintaining the attraction for fans of going to matches.
The AFL has a right to expect television broadcasters to delay coverage in the city where the match is being played if the game is not sold out.
While they don’t have the crowd concerns of other codes, particularly as a result of a strong membership base, some of its clubs can ill-afford to have too many games shown live.
For clubs on the breadline such as Port Power, which has been using drapes at their home games that has cut capacity at AAMI Stadium from 51,515 to 44,500, and North Melbourne, with its highly publicised membership shortage, it’s imperative that they entice fans to their home games.
And evidence suggests live coverage does impact on crowds.
The A-League, for example, undoubtedly suffers in the crowd stakes partly as a result of having every one of its games live – and uninterrupted – on Fox Sports. When fans are already paying a hefty fee for Foxtel, then it’s hard to justify leaving the comforts of watching the game live at home to go to the ground and pay even more money.
But as long as there is this illegal means of watching the games online, all codes may be forced to counter with increased live coverage – something that is becoming a fundamental expectation of fans in this Internet/iPhone age.
Like the rise of pirated DVD and illegal downloading of films, you sense this won’t be easy to police for the codes, particularly as it’s a growing industry, and the best way to combat it is to demand that television partners commit to live coverage as a base expectation.
In order to maintain crowd figures in the face of this live coverage, perhaps there needs to be an examination by leagues as to how they can offer more to fans at the grounds.
Expensive parking and tickets, overpriced pies and little to no other entertainment apart from the match itself may be becoming a price too great to pay for the casual supporter when they can simply watch from their laptops.
It is an issue that all sporting codes need to look at.
In the meantime, the rise in the number of AFL fans resorting to online streams of games should act as a warning to its officials from its supporters that Channel 7’s stubbornness is not going unpunished.
Mr Magoo
Guest
Maybe if the Fed government changes the anti-siphoning laws they will get more games on live tv. Problem is the league wants Foxtel to do more matches. So ultimately there will be less AFL on FTA. If I was running I would get the government to allow games on One HD, Seven Two live etc.. live to get around the problems Sydney/NSW has with blackouts. The AFL needs to learn from FIFA. ALL games LIVE and on FREE to AIR TV. That is how you grow the game. The proven failure model is the NRL, basically everyone on pay tv to try and grow new markets. Guess how well that is working out?
Malcolm
Guest
My goodness, talk about a business model being dragged kicking and screaming into an increasingly technological world. Re. illegal live streaming and the supposed "threat" it poses....let's be realistic...the clear majority of users of online streams are usually Aussie expats and a international fans in far flung places outside Australia....perhaps a few thousand people....and this is considered a threat to licensing and such like? Get real! If the AFL got off their prehistoric butts and provided a reasonably priced & quality online service for watching games live (even if offered only to ppl outside Aus) then the "problem" of online AFL streaming would fade into inconsequence. Current official online services are an absolute joke and are often not even available in many countries.....believe me I've tried them and they simply suck.....tiny grainy picture that stutters all over the place....and this is with screaming 100mbit up/down internet....a total joke. So, why does the AFL go on about streaming being a threat but then not actually do anything to satisfy the need out there? Simple.....they are not actually interested in cultivating interest in the game internationally and besides a few hundred/thousand Aussies overseas don't really justify any thought. Hence the kneejerk reaction of "streaming pirates" and suchlike without any depth of understanding of how to successfully manage and operate such a new business model alongside an existing one. Sorta like the music industry before things started going digital.....did someone say dinosaur? C'mon Fred and Barney get with the program...listen...learn...and take some positive action for once.
Sean Callanan
Guest
It was interesting to hear Sam Walch who looks after all rights for the AFL discuss rights deals at #V21. He liked the some models sports overseas were follow where digital rights were tied to TV rights where the leagues demand the games be shown live on TV AND online. http://www.sportsgeek.com.au/web/digital-tv-rights-what-to-do/ As a compelling online property don't be surprised if Google are a player in the next rights deal!
Dogs Of War
Roar Guru
It's against the current TV regulations. All sports on the anti-siphoning list must be shown on the main channel first. Hopefully this absurd situation is corrected before the next round of TV rights. Actually I hope it's fixed before the end of the year, so that all the sports lovers in Australia are able to enjoy there preferred sports wherever they live in Australia, at a reasonable time.
mal damkar
Guest
I dont see with both 7 and 10 having digial channels why they can't put the shows live on them. Im happy to drop $100+ on a tuner and watch them that way. Why is is SO HARD. delayed by hour is fine in local territory come on FTA is you want us to take your "keep sports free" adverts remotely as anything than a sick sarcastic joke. Do something about it.
NUFCMVFC
Guest
Major Sports now get a lot more money from broadcast revenue than they do at the gate, so that is always going to be superior concern At least AFL fans aren't having fixtures changed within about a months notice of the match midway between the season, so they have to fork out new cash for different coaches/trains, not to mention if it is moved to a night fixture where fans can't get back in time for work the enxt day as is the case with the EPL
Westcoast929406
Guest
Andrew Demitriou has said this year the AFL fans want live footy which is in line with worldwide trends which he also acknowledged. Yet now apparently Justin TV illegal streaming is a problem. My main interest on this topic is to support pay for live streaming off the AFL site to the international fans -Anecdotally there is a demand for this service even allowing for the time differences. I am tipping there will be no more 8.30pm Friday Nights delay here in Perth after 2012. Despite the delay the Eagles v Essendon game last friday night rated rated 188,000. Would have been higher if near live.
Redb
Roar Guru
Yes but its only the live TV games alluded to by the author that are on Foxtel.
Marshall
Guest
The giant isn't sleeping, it's in a coma.
Forgetmenot
Guest
Richmond are the sleeping giant of football. When they start making the finals regularly (if ever), their membership will increase dramatically.
Marshall
Guest
Also gotta agree re Channel 7. This issue is all their doing as there would be no need for online streaking if it was on tv live. 7 are costing the AFL big time and don't even have a right to complain about streaming in the media. They're a joke and I hate the FTA networks getting on their high horse with the keep sport free to air campaign. Show it live or else we will look elsewhere
Redb
Roar Guru
Melbourne away fans boosted the attendance, they're playing great footy at the moment, pleasure to watch.
Marshall
Guest
It's a different ball game when it's a Fox game as its reach is still limited. Ps: How the hell does Richmobd still pull 40,000 plus and boast such huge memberships. They must have the most tolerant fans!
Redb
Roar Guru
Live coverage of the marquee game - Friday Night Football has to be part of the new TV deal. We don't live in the 1980s anymore Channel 7! We've always had radio for live scores but this thing called the internet and accessibility now with iphones, etc, just makes it so easy to get a score update. I don't agree live TV games hurts the gate though. Look at yesterday (admittedly a nice day). Richmond v Melbourne 42,000+ crowd - game televised live on Foxtel. Not exactly a blockbuster (16th v 12th). St Kilda v Fremantle - 29,000 crowd - live game on Foxtel. Freo aren't big crowd pullers in Melb. If the game is of interest they will come.
Regional NSW AFL Fan
Guest
Hopefully, when the TV rights are renegotiated, whoever gets the rights will be obligated to show AFL games, other than the Swans, at a reasonable hour. A one hour delay is an excellent suggestion. Not too many people in country NSW will be flying/driving to Melbourne/Adelaide/Perth etc. to watch a game live, the AFL have to trust me on this !!!
Marshall
Guest
Channel 7 can't manage it.
Forgetmenot
Guest
Simple. Live coverage in the state where the game is not played. 1 hr delayed otherwise. How easy is that.
Richard Tuffin
Guest
In regard to all of this, one of the first priorities has to be getting live coverage of every single game into the States where the game isn't being played. Case in point, the ACT... What a joke of a situation we have here. Games supporters are desperate to see and deserve to see aren't shown till crazy hours of the night on FTA - case in point being the very first game of the season, Carlton vs Richmond which didn't make it to FTA till close to midnight from memory. What a joke. And on the flip side, when the ACT gets one of its rare premiership games played here, it's broadcast live on FTA and Foxtel!! How moronic for a game that still needs to be promoted heavily in the ACT. The AFL have no idea really. We've given up trying to get this situation sorted. It won't happen until the AFL give up on trying to get billion dollar TV deals and focus on getting the games live on FTA or even mainstream Foxtel channels. This is the first time I've bothered writing about AFL TV coverage for ages. Usually, it just doesn't seem worth the energy!