The AFL is arguably Australia’s best run and most profitable sports organisation, and it’s move to set up its own media unit reveals that its big ambitions continue to grow.
Last night ABC’s Mediawatch program – had a look at the Herald Sun. The Melbourne newspaper is attempting to introduce a paywall and figuring out what readers will pay to read online.
The obvious answer was AFL and crime news, and anyone who has ever read the Herald Sun knows how much the publication dedicates its coverage to Aussie Rules. It’s their lifeblood.
But opposing that now is another bold play – the AFL’s establishment of its own online media outfit called AFL Media.
This media unit has around 40 journos and nearly 100 staff. Its job will be to cover all things AFL-related, run afl.com.au, shoot interviews and other video content, photograph games and to break news.
The AFL also appear to have purchased Slattery Media’s photography arm and image contracts, now rebranded as AFL Photos.
Essentially, AFL Media it will be a big competitor to the Herald Sun, The Age and every other major outlet covering the AFL.
A sport having its own media unit is not new – several sports do it in the US. But it’s ground-breaking in Australia, and poses many questions.
Can AFL Media be independent and impartial enough to report on the tough issues and events in the game without fear or favour? Will it be ‘good’ news only and not ‘bad’ news?
Will all the AFL clubs be forced into giving exclusives to AFL Media? Some are already claiming that this is happening. Will other media outlets have their access to AFL players, coaches and officials restricted?
Will fans prefer to go the AFL itself for all the news and views on the sport instead of the likes of the Herald Sun, Fox Sports or other media players?
You can look at the case of Jason Mifsud – did AFL Media go at the story hard enough? Can they really be expected to, when he is their employee?
Part of the point of having your own media unit is for marketing purposes – the AFL can better promote its brand, the strengths of the sport and control its marketing messages when it controls media coverage.
At a time when the AFL has expanded into new markets and secured a massive broadcasting rights deal, it makes clear sense. Competition with other codes is increasing and the AFL is hell-bent on not surrendering its strong position.
But the creation of AFL Media has the potential to anger News Limited, Fairfax Media and the rest, not to mention alienate its own fan base.
It’s a risky move.
The AFL has already angered several media outlets by handing the announcement of weekend teams exclusively to the Seven Network at 6.25pm on Thursday nights, a clause in its $1.25 billion broadcast deal. Teams that don’t follow these rules face fines of up to $10,000.
We are entering a brave new world of sports coverage and media consumption, where the battlelines and rules are not clearly marked, and the AFL is determine to fire off a few shots early in the piece.
Kay Lynch
Guest
As a Sydney-sider, I can only say bring it on. The coverage here is woeful, generally results on Mondays and occasional articles, although there has been a noticeable improvement this year with the launch of GWS.
Ian Whitchurch
Guest
Wookie, Thanks for that
Maximus
Guest
Warwick Smiths's report into soccer says govts have giveb soccer $250m since 2004. Still my kids pay $160 per annum tp play soccer...
Maximus
Guest
MHTID, If someone could make a $$ out of it they would, 3AK broadcast the Storm some years back but then they asked for a larger subsidy and were rejected - 3AK went under shortly after...
The_Wookie
Roar Guru
I only went back as far as 2009 last night, ill dig a bit futher back
ManInBlack
Guest
actually, additional to that - the AFL had the right to exercise those share options at 6.2 cents a share - but, the options were issued on Jan 1 each year and expired on Dec 31 each year. A quick google and I have no idea if the AFL ever did. Has anyone seen anything on the AFL annual reports??
ManInBlack
Guest
wasn't the notion of a portion purchased by the AFL more that SEN offered the AFL options (because SEN didn't have the cash). I think back in 2006 it was reported that the AFL had accepted 30 million share options as part of the payment. Actually yep - the media release was that SEN would pay $1.5 mill annually plus 10 mill share options annually over 3 years. Has the AFL ever exercised those options??? re coverage of other sport - the biggest hit was taken by the VFL. SEN still covers Victory, even if on one of the digital 'arms'. But yes - the clear reality was that the business model prior to the AFL coverage was not sustainable - - no biggy that one. It'd be like trying to gain headway as a sports network in London without the EPL, or in Sydney without the NRL. The anti-sokkah conspiracies are tiring. btw - re content - just look at Collingwood's own tv station 'CTV".
The_Wookie
Roar Guru
The AFL is rumoured to have had 10 million share options in pacific star networks which was due to expire in 2011. Neither the PAcific Star Network annual report nor the AFLs annual report for 2010 and 2011 make any mention of this. Indeed the only share transaction reported by the AFL was its converting of 895,000 shares in SportingPulse. The annual report expressly states that between the end of the financial year and the publishing of the report that no other transactions were entered into. The Auditors signed the report on December 15, 2011. Thus making it highly unlikely that transactions of the rumoured nature took place. ref: http://www.afl.com.au/portals/0/2012/afl_annual_report_2011.pdf ref: http://www.afl.com.au/portals/0/afl_docs/afl_hq/annual_reports/2010/AR2010_12_FinancialReport.pdf ref: http://www.pacificstarnetwork.com.au/files/Pacific_Star_AR2011_Proof.pdf
The Cattery
Roar Guru
that post didn't make a lot of sense, calm down, and try and gather your thoughts and have another go
MHTID
Guest
What a load of crap. Out of my depth indeed. What are you on. It proves that SEN is insignificant. It may pay for them broadcast other sports and not just AFL, AFL and AFL. There are other sports out there, but then SEN wouldn't realise that, it does not pay for them to promote other sports. Perhaps only when it suits them.
Australian Rules
Guest
"If AFL was so popular then why isn’t SEN the highest rating station in Melbourne" Oh dear...MHTID you clearly out of your depth here. First, general news/talkback stations with broad appeal will always have the higest ratings. Always. Second, general ratings (10-80y.o) are deceptive. The only demographic advertisers (and so programmers) care about is <55y.o's. In that bracket, SEN does exceptionally well..esp over the wknd. In terms of ratings for football broadcasting, MMM is clearly the top dog for Friday night, Sat and Sat night games. However, SEN now comes in second...ahead of 3AW and ABC774. So, the fact that a tiny station like SEN, with a miniscule budget (compared to its rivals), can actually compete in drive slots and wknd sports coverage, actually PROVES the popularity and power of AFL (in the city of Melbourne anyway).
slickwilly
Guest
suffice to say redb... the abc (like all major media outlets these days to be fair) is becoming very sydney centric in its world view... can no longer watch the drum or Q&A because of the over representation of sydney panellists... weekend radio national news bulletins appear to be aired from sydney... as for sbs... it should rightfully be renamed the sydney broadcasting service given what goes to air...
The Cattery
Roar Guru
Because non-sports fans outnumber sports fans? Because of the sports fans, only a minority will listen to footy all day long on AM radio? Take your pick.
MHTID
Guest
They do not. If AFL was so popular then why isn't SEN the highest rating station in Melbourne
MHTID
Guest
It does not
Yeah Sure
Guest
Redb
Roar Guru
I've seen heaps of AFL related news items as well on ABC breakfast. Of all the broadcasters, the ABC would be the last to take a stand as they are not a commercial station. Your reading something into nothing.
Redb
Roar Guru
I was referring to the 'noise' about AFL in Western Sydney :)
Goannajack
Guest
I will write to the ABC at once - this cannot be allowed to happen..
The Cattery
Roar Guru
Ian is being very kind, but I would never place myself above Caroline Wilson who is (or has been) a football editor with The Age and has broken many significant football stories - at the end of the day, I'm just another mug punter.