Earlier this year I wrote an article stating that Foxtel’s AFL coverage would be nirvana for footy fans.
We’re now five rounds into the 2012 AFL season and it’s clearly evident that the TV broadcast coverage of the AFL, primarily Foxtel’s Fox Footy Channel, has revolutionised sports coverage in this country.
The centre piece of the Fox Footy Channel’s offering was always going to be the broadcast of every single game of the home-and-away season, which equated to showcasing nine live games of AFL every week to fans.
There is no doubt that providing Australians access to every single game live is a wonderful achievement for the AFL. However, what has proved just as crucial is the fact the Fox Footy Channel is 24 hours a day. That essentially means that the AFL, in one form or another, is always on TV. Well, pay TV, to be precise.
However, don’t be fooled into thinking a 24-hour channel merely provides quantity, because where Foxtel’s AFL coverage really shines is its quality.
In particular, I’m referring to the quality of programming outside of the actual games themselves.
On the Couch is one of the best sports shows I’ve ever watched.
The passion, knowledge and professionalism of Gerard Healy, Mike Sheehan and Paul Roos is nothing short of sensational, and combined with the guests that they have on the show, they ensure that the show is can’t-miss TV every Monday night.
The grilling of Fremantle Dockers coach Ross Lyon earlier in the season was captivating viewing. The hosts asked probing, yet respectful, questions about Lyon’s defection from St Kilda.
And Lyon, to his credit, never blinked in answering each question with the honesty and thoughtfulness it deserved.
Whilst the show has been around in one form or another for a long time now, it remains a tremendous asset to the sport, and is one of the jewels in Foxtel’s AFL crown.
Open Mike, in which one of the best on-air talents in Australia, Mike Sheehan, interviews AFL personalities, and the nightly talk show AFL 360, hosted by Gerard Whateley and Mark Robinson, are just two more examples of the many, many impressive AFL programs on Foxtel.
However, it’s not just Foxtel’s contribution that ensures the AFL is the best covered sport in Australia. Channel 7 deserves some credit too.
The Seven Network broadcasts a minimum of 4 games per AFL round, live to the vast majority the country.
This provides the game with tremendous reach, and access for the public, particularly when you remember that most Australian households do not have Foxtel.
Combined, Foxtel and the Seven Network’s broadcast ensure that you can’t miss the AFL. It’s a vital tool in the code’s strategy of converting people into fans.
Compare the AFL’s broadcast to the NRL’s. Four live games on nationally on free-to-air plus a 24-hour channel showing all nine games live, versus one live game on free-to-air, only broadcast in NSW and Queensland, and five games nationally live on Foxtel.
Any way you look at it, the NRL’s TV broadcast is left for dead compared to that of the AFL.
That should not be perceived as a criticism of Channel 9, nor Foxtel. Channel 9 is a business that makes its money from advertising revenue, hence the need to show games on delayed telecast. And Foxtel’s NRL coverage is fantastic and getting better every year.
However, the AFL has set the bar high in terms of TV coverage, and the NRL needs to respond if it wants to keep up.
The NRL and its broadcasters need to sit down and work out the best way to ensure all stakeholders are happy, and that includes the NRL themselves, the broadcasters, and the fans.
Without a doubt, the first item on the agenda for the NRL should be how the game can squeeze in some more ad breaks, so that free-to-air networks can reap the financial benefits from their investment, while still showing games live.
The AFL negotiated a great TV deal and was able to command a price tag of $1.25 billion.
However, too many rugby league pundits have become hung up on the figure the AFL earned, and have stated that it’s important that the next NRL broadcast rights deal generates the same type of money.
That’s an irrational and emotional response based on simply wanting the NRL to be perceived as an equal.
Certainly the AFL’s deal should be used as a benchmark, but the NRL’s TV rights should be negotiated on its own merits. Whether that’s more or less than the AFL deal will be decided by the negotiators, rather than by pride.
There is no question that the amount the rights are sold for will be important. However, I believe the proposed quality and quantity of the coverage of the winning bid is just as important.
The NRL’s negotiations shouldn’t just be about money, but how the game will be broadcast.
Showcasing the game live in all its glory to as many Australians as possible should be paramount in the discussions.
Author disclosure: In his other job, Ryan has business dealings with Foxtel.
George G
Guest
Best 2 states? Hah that's a very strange comment. Obvo
John
Guest
The coverage is actually poor unless you have the money to afford foxtel.
TheSportsFreak
Roar Guru
I hate to say it Joe & James, but the broadcast deal that is stated for WA is exactly how 7 has done it. Saturday arvos were always on delay SatN would always be live or near live (it's been live if it's a WA team and delayed for 2 interstate teams) Sunday's been live unless the game's in Perth, then they have to have a half hour delay because of Fox's coverage. Friday night's were always going to start at 7pm. The problem though with the coverage is when the regular schedule is skewed - ie when there's a Thursday night or Monday game that's covered on Seven, they usually let go coverage of a Saturday free to air game. They only have to show 4 games a week on Free To Air... I doubt they'll go out of their way to show more than that.
81paling
Roar Rookie
Ok Jaceman, you and the AFL are smarter than the most successful media magnate in the world who has outsmarted and manipulated far bigger League's than the AFL to gain control over them. However the chairman of the board of channel 10 is a Murdoch and Rupert may not want to pay a cent for pay TV rights next TV deal. When you look at things like this you might find that things in the AFL could be moving closer to and NRL 95 situation but with both Packer and Murdoch at 10 (who are losing ratings fast) and an AFL expansion program having a few teething issue's, older clubs like the Bulldogs loosing members to less than 30,000 as was written in an earlier comment. You might just find that Rupert wants more for his money particularly if he feels that he is not getting value for it, he may just decide that when 5 years comes round for the next deal it is time that he did his own thing as he has done so many times in so many different ways before. However Jaceman you can continue to believe that there is nothing that he can do but, pay.
Jaceman
Guest
The AFL clubs are signed to the AFL and cant form a rebel League unlike the NRL clubs in 1995. Murdoch was trying to undermine packer to get NRL rights for Pay - that scanario doesnt exist now.///
zacbrygel
Roar Guru
Great article. I completely agree and believe that the AFL is miles ahead when it comes to tv coverage over the NRL.
micka
Guest
PBB.... Sounds like the bidding started way way under cobber.
81paling
Roar Rookie
NSWRL had the same thing as does the ARL and NRL the only 2 NRL organisations that own their own name or colours are the Valimandra (owners of the Melbourne storm license) and the Gold Coast Titans. Also the exclusive contracts held with major stadiums they often have clauses as the SCG trust can and have scheduled games at their locations with only weeks notice and ANZ stadium has a show ground next door with a capacity of 55,000 which could easily accommodate an expanding league. All I am warning JD is keep an eye out, from what you seem to have confidence in the AFL might not be an innocent lamb to the slaughter like RL was but you would be amazed how subtlety a logo can change and not breach copy right, how a yellow can turn to a gold or for that matter a white to an ivory or a beige and then a greyscale black all of a sudden becomes a CMYK or RGB black. This is not a point to argue, debate or enrage, it is more a warning that I hope others who seem to believe that their code is beyond the grasp of any one corporation or individual would heed. The reality is you are not Rupert is smarter, he is more powerful and as declared by the British Parliament he does not the morals to run any major organization, meaning he will steep lower than anyone else to win. If you want to take money from this man and his organisation then go ahead but you would want to be a glass is half empty person with the best group of lawyers (and thugs) in town, rather than a glass is half full guy.
JD
Guest
One thing that the AFL owns is that if a club leaves the AFL it has no rights to the name or colors. SO if an organisation like Murdoch wants to come in - and say collingwood sign - they canmt use there jumper or name with a new football league. All major grounds within Australia have exclusive deals with the AFL. The AFL learnt from what happened with super league and made sure that they would never be put in the same situation as to what happened with the NRL.
81paling
Roar Rookie
Jaceman, you want Murdoch's money, you take it and you love it, and whilst you are there make sure that you learn nothing from the mistakes of the NRL. Make sure that you keep thinking that you are to big and to powerful for Mudoch to touch and take control of you. That NRL clubs are small and could never match an AFL club in revenue (despite the fact that Penrith earns $92m a year in pokies revenue which is twice the revenue of Collingwood the largest AFL revenue taking club brings in). Do not worry about the fact that rugby league is only now starting to get organized to break free of the grip of NEWS after almost 20 years and will get as they always have a terrible deal from Fox. However in 5 years when all of a sudden GWS, Port, The Suns, The D's, The Bulldogs, a Tassie team, West Coast and Collingwood (just an example don't get carried away with the clubs and the fact Eddie would do whatever Rupert tells him) all of a sudden sign with Rupert in their Rebel League with NEWS for massive pay checks whom also bring in a Galic club or two if required to firm up the ranks do not be suprised. So you take that money, love it, drink it, bath in it but keep in the back of your mind that it is not free money. Whilst this may sound far fetched to you all you have to do is look at what happened in the leed up to the formation of the NRL. So make sure Jaceman when Rupert comes begging you keep taking and stop listening.
marco
Guest
I spent my youth growing up in NSW. Loved rugby league. I have now lived in Perth for many years. There is not much evidence for any promotion of league at a junior level over here. Rugby league rarely cracks a mention in this AFL mad state. the AFL sponsored junior competitions are very popular. Now my 10 year old nephew who lives in Sydney has decided to play in the junior Australian rules competition. This is an example of where grass roots support for AFL begins. This sport is massive outside of NSW and Qld.. a successful rugby league team in Perth? Good luck.
Boomshanka
Guest
My Mediaweek tweet showed 1.02M for the 5 capital cities. That's before regional and New Zealand ratings.
Queensland's Game is Rugby League
Guest
It doesn't stop Aussie rules fans from saying their game is going to take over.
Poor Boy Blues
Guest
(what I truly mean but deviously did not post until now, is) Maybe one day the codes can respect each other when they have maxed out everything, and are still pretty much even. I will refrain from mentioning internationals, state of origin, ect, obviously AFL has blockbusters. Revue may be bigger, but given time, and I appreciate ERMC's overlooked stats post. Go back and read it. I mistakenly gave him a bad rap (I was refering to someone else). A 1 billion starting point - so its called - and 10 and 7 are yet to bid. And would they not - they could use a high rating ad returner, falling profits or not. A spanner in the works, at the least. Only time will tell. Until then, let us enjoy our games.
Poor Boy Blues
Guest
Well there is a 1 billion dollar starting offer to be tabled on Monday. In the paper. Lets hear the next round of excuses from the AFL lovers. Its not exactly a chasm, is it. I think the ERMC (name incorrect sorry) guy way above had the right of it with his posted stats. Everyone else, interesting argument, but baaah. Whatever. Like to see the next round of AFL excuses.
Poor Boy Blues
Guest
NRL rights said to be starting at 1 billion dollars. Offer to be tabled on Monday. Hmmmm Lets hear all the AFL excuses now.
Poor Boy Blues
Guest
oops, no, hope you see this. EMRIC - I thought your post was great. You make clear and well-done points. Thanks for writting. I was writting to someone above you - I had NO IDEA you would chime in with a very credible and excellent post. I am glad I read it - washes away most of the AFL bulldust
The Cattery
Roar Guru
Good link AR. Look, it's great that the NRL is getting its act together, terrific stuff, but I'm amazed that there are so many on this forum, and other forums, that seem to not understand the massive chasm the exists between the AFL and NRL. The AFL has double total revenues, double sponsorships, double the total attendances, and memberships are quadruple. It's a completely different scale of operation, they aren't even in the same ball park in all honesty. So when people talk of things spiralling downwards, it's a lot of wishful thinking bordering on delusion.
piesman2011
Guest
yet regional QLd which has a bigger population then Brisbane generates less then 1/2 the TV advertising revenue.
Queensland's Game is Rugby League
Guest
"It’s popular in the north of England, the south of Auckland, 2 states of Australia and some third world country." Rugby union is only the number one sport in southern Wales -- soccer is more popular in the north -- as well as New Zealand, and a couple of Pacific Islands that have less than 500,000 people between them. The game is big in South Africa, but soccer is bigger Doesn't mean rugby union doesn't have a decent following in many other countries, does it? Why do you keep on referring to PNG as "some third world country"? South Africa is also a third world country. Are you going to start referring to South Africa as "some third world country" when you reference rugby union's popularity there? But since you're judging rugby league by areas where it's the most popular sport... The combined population of Queensland, NSW and PNG (rugby league heartland) is larger than Wales, New Zealand, Samoa, Tonga and Fiji. Rugby league isn't number one in New Zealand, but its popularity there isn't confined to the southern suburbs of Auckland. The game's participation rate is growing across the entire country. It is watched by thousands of people throughout the country. There are areas outside of Auckland that have very good participation rates. We all know rugby union is lightyears ahead of rugby league in terms of development. I'm just pointing out the silliness of judging a sport by the amount of areas that hold it as their favourite game. A sport doesn't need to be number one in order to be popular and viable. Rugby union has been able to market itself as the number 2 or number 3 sport in dozens of countries around the world. It has a viable world cup. Rugby league won't be far behind in 30 or 40 years time. Aussie rules will still be trying to become the 3rd most popular code of football in Queensland and NSW by that time.