Ever since Optus sealed exclusive broadcast rights for the English Premier League in November, no football fan could confidently predict how they were going to deliver their product, what it meant for future sports content and how it may affect A-League coverage.
On Thursday, the telco dropped a bombshell.
No one was expecting Optus to buddy up with public broadcaster SBS, whose future in sport has been under question ever since brutal government funding cuts threatened to instigate widespread change.
Yet SBS, who have always been committed to delivering the FIFA World Cup to Australian audiences, and football in general, appears to be back in the game (kind of), but in bizarre circumstances.
The broadcaster has forfeited exclusive rights to the 2018 World Cup to Optus in return for one measly English Premier League game per week. And it is yet to be revealed how that one game will be chosen.
It is fantastic to see a return to the good old days where SBS screened live EPL games and an hourly highlights package, though it seems like an odd exchange for the golden egg of the World Cup, which pulled almost 14 million viewers in 2014.
The deal will see Optus live broadcast 39 of the 64 World Cup matches exclusively, while SBS will retain free-to-air rights for 25 games. They will only get one game per day, but they get first pick, and are guaranteed all Socceroos matches, four Round of 16, two quarter-finals, both semis and the final showpiece.
There have been legitimate questions marks over whether the deal between SBS and Optus contravenes anti-siphoning laws in Australia, yet they have apparently found loopholes to get around the problem. Otherwise why announce it?
For fans, it is hard to see a downside. Free-to-air viewers get one EPL game per week for the next three years, plus hopefully a highlights show, and they can still enjoy all Australia’s matches at the World Cup, plus most of the finals.
Better yet, is this part of the deal: “SBS will retain daily highlights rights, including every match from the tournament.” This reads as though SBS will be able to show all the goal action, so fans won’t be missing out completely.
“Daily highlights rights” could feasibly also include showing replays, or partial replays, say after Optus has shown their exclusive games live. If so, SBS can be trusted to deliver this footage in a way which Australian viewers will be able to consume at suitable hours – their World Cup coverage has been faultless in the past. And after all, who can honestly say they will get time to watch all 64 games.
Meanwhile, for EPL fanatics, Optus will provide every match live across a maximum of ten channels, including a 24/7 channel, while also delivering through a website and mobile app, as well as a satellite service for those living in remote areas with poor broadband. That sounds pretty epic to me, though a fee is yet to be announced.
One thing is certain, a lot of assumptions have been made with little idea how either of the two deals will truly work. And until Optus announce their pricing scheme the vitriol should perhaps chill.
While in my mind the football fan is not losing out, for SBS to sacrifice the bonanza of exclusive World Cup viewership remains a tad baffling.
Is this a sign that SBS are back with an aim to (partially) reclaim football? Is the venture into a partnership with Optus part of a bigger plan to give them future clout in negotiations for sports rights?
Because online TV is growing ever faster, and Pay TV companies worldwide should be readying for battle. If they are not, they are headed for trouble. Newspapers similarly refused to act promptly more than ten years ago, and their decline in Australia took another depressing turn with Thursday’s announcement of more outrageous editorial cuts by Fairfax Media.
That said, football fans may be the winners from Optus creeping into the sports market.
The only reason I first purchased Foxtel at 16 was for the EPL coverage (before the A-League came on the scene). After a few years I was spending $50 a month to witness Newcastle United largely lose weekly, plus watch a few of the bigger games and enjoy highlights packages. It was money well spent for a football fanatic, even though I was 19, out of home, studying full-time and working part-time to pay bills. Sacrifices had to be made, but it was possible.
Now, however, if I was still living in Australia, it would be an unwelcome dilemma to face buying EPL coverage on Optus and A-League coverage on Foxtel. More sacrifice would probably be the answer, yet it would be beneficial for most football fans if the A-League changes hands too.
It would be rough on Foxtel, their coverage of the A-League is brilliant, yet Optus pipping them to negotiations with Football Federation Australia would mean fans only had to deal with one fee-guzzling provider.
It will make for an interesting next few months as FFA enter the potentially game-changing broadcast negotiations, or at least the most significant in the governing body’s short history.
Do they sell to the highest bidder – which may be Foxtel if they are desperate to hold on to some football coverage – or do they look for maximum exposure, possibly through a deal between Optus and SBS or another FTA broadcaster?
How much do Foxtel want to remain in the football game, given their commitment to the more lucrative NRL and AFL broadcast rights?
Lastly, how much would you be willing to pay for football coverage, Roarers?
How much for the exclusive EPL coverage Optus is planning? How much, as a separate fee, for two months of exclusive live World Cup coverage? And finally, how much for exclusive A-League coverage, if offered as a stand alone product via Optus?
Uncle Junior
Guest
SBS making its move for more football content. SBS today announced it will broadcast 8 knock-out matches including the Final of Euro 2016. the Pay Tv provider is likely to be beIN Sports http://theworldgame.sbs.com.au/article/2016/03/22/euro-2016-coming-sbs-june
Uncle Junior
Guest
More evidence of how the sports broadcasting market is evolving beyond TV. The Managing Director of Sony Australia says he'd be interested in PlayStation working with Optus to provide the English Premier League on their platform. Between PS3 and PS4 we have a couple of million devices (in Australia) that people at home can access content. http://outside90.com/sony-australia-interested-in-providing-epl-on-playstation/
Wilson
Guest
Not willing to pay more than $250 a season for EPL, this is without having to purchase an Optus product (mobile or fixed line). I also would want a seamless way to watch it in HD live or on demand like I currently experience without purchasing any extra equipment, e.g be able to Chromecast it via my phone or tablet would be ok as long as its HD. I wouldn't pay more than $50 for the WC, which is similar to what I paid to watch the last Euros on Setanta (2 months subscription via Foxtel) Am planning to keep Foxtel so I can keep watching A-League and AFL games but $50 a month is starting to sound like a bit to much for just these if I have to pay extra for EPL, WC and Euro 2016 (if it comes to Australia)
csh
Guest
The question of the anti-siphoning scheme is moot. The scheme works by placing a restriction on subscription broadcast licensees (ie, Foxtel). They cannot acquire rights to the sports on the list unless the free to airs have had a chance to acquire them first. This means there is nothing to stop a pay TV licensee from purchasing rights on-sold from a free to air (like SBS have done here, and like Nine did with the NRL). But this doesn't matter as regards optus because it is not a subscription TV licensee, so the scheme doesn't apply to it. Any Telco or streaming service or other business model could come in and buy up all the rights to anything on the anti-siphoning list and there is nothing anyone could do about it.
Subversion13
Guest
I'm a rusted on, so Optus would love me. I will switch because I'm following the product and I'll switch to an Optus unlimited data from by Bigpond too, unless it's ridiculously slower (someone can fill me in on that one). Luckily I can afford it, but it's more the experience that bothers me. Is Fetch TV in HD? Will they offer a HD app for Smart TVs? Would an app have Chromecast facilities? These are the things I want to know. If I can get HD streaming and on-demand games, I'll reduce my Foxtel and Telstra subscriptions and I might actually come out ahead. Wife is not happy about extra remotes and things though :-)
Mister Football
Roar Guru
Janek is asking us, soccer fans, how much we're willing to pay to watch soccer. It's a pertinent question, given the strong possibility that the TV rights for soccer will end up getting split across the two most popular soccer leagues in Australia: the A-League and the Premier League. 442 has just published an article stating: FFA warned split subscription rights a turn-off for new fans. http://www.fourfourtwo.com/au/news/ffa-warned-split-subscription-rights-turn-new-fans#:UI6RRkFz0JHmAA The article quotes Mumbrella Marketing & Advertising Editor, Simon Canning, who is warning the FFA about a fragmented TV soccer market in Australia, and the various challenges which will inevitably arise from that. Certainly, from next year at least, Australian soccer fans will have to pay twice if they want to watch both the A-League and the Premier League. That situation may or may not be rectified, but either scenario presents problems. Either you have soccer fans continuing to pay twice to get both leagues, or you have the A-League joining the Premier League on Optus, thereby cutting off the A-League from all casual sports fans. He said it was vital for the A-League to continue to grow the fanbase. "Free-to-air deal is crucial to that still," Canning added. "Until such time as we see a tipping of the balance, where the majority of Australians are getting most of its information through a broadband reception rather than an aerial - it’s still that shopwindow. "It’s crucial for the FFA to try and find a way to have some exposure for the A-League and the Socceroos on a free-to-air (FTA) station. “When you start splitting the local leagues up with the international leagues then it becomes problematic for the FFA. "If you've got to pay to see the Socceroos playing in international tournaments and see the A-League on Foxtel and then you have to pay a secondary subscription to see the EPL on the Optus system - you are forcing the committed fans of the sport to make a choice. “You make it very hard for casual fans to gain entry.” And in terms of the next football deal Canning believes that finding a place for football on mainstream FTA TV should be the goal for the FFA. He added: “It is an enormous audience you can engage in and that’s where you get to pick up your casual viewer. “That’s where you have somebody hopping through channels, that’s where you can get the publicity in mainstream publications, like News Corp publications and Fairfax publications, writing and building up the game. “If you don’t have access to that it just makes it so much more difficult to sell into new markets.” Interestingly, SBS has confirmed that it was wanting to extend its rights to the A-League beyond the current deal.
Tom
Guest
"Were Foxtel to lose all football content to Optus/[insert FTA network here] would we see an increase in anti-football drivel in News Corp media?" - WHO THE HELL CARES?!?! They're supposedly friendly and supportive towards the game but you could possibly tell that from the quality and quantity of coverage that the game receives from them NOW!!
FIUL
Guest
@Tom I suggest you get a better English dictionary. I suggest the Oxford Dictionary as one of the most reputable references for the English language. I have the Concise Oxford Dictionary (10th edition) & "disbenefit" is certainly a word. PS: is that the only input you can provide on this topic?
Tom
Guest
There is NO such word as "disbenefits" The correct term is "non benefits"
AR
Guest
You realise Foxtel (and more accurately, Fox Sports) literally IS News Corp...yes?
ac
Guest
Just let it be over season too long.
Fiddlesticks
Guest
Isn't fireball great ?
Fiddlesticks
Guest
Thanks fuss
Lionheart
Guest
Anti-football drivel is one aspect. The other is just ignoring he game, pretty much like most of the FTA does to the A League. Sky will likely do that, which would be a pity as their Sports News channel is pretty good for all round sports reports compared to what you get on other channels. How is Optus on football at present? I've never watched any Optus TV, let alone sport.
Waz
Guest
That is true. I left Optus over poor customer service (all on Telstra now) but I would go back for the HAL. I don't like soccer being on SBS2 and it would take a lot to convince me that they're serious about football but if it was a joint deal with Optus and the numbers were right I could live with it, better as you say if Optus were to team up with C7 or something.
Waz
Guest
I'm good at complaining :)
Dean
Guest
Given Fairfax is on its knees, there needs to be something to counter it. But everyone under 40 who doesn't need a form-guide gets their news from the internet anyway.
Dean
Guest
People staying up until midnight to watch EPL will know where to find the product, don't think the advertising is going to help much with such a small niche market. Optus are taking a huge gamble with their spend on this content. But one of the streaming services needed to take the gamble to win market dominance. Optus no doubt remember when Foxtel smashed OptusVision to bits in the Pay TV wars.
Kaks
Roar Guru
I think Rebecca Wilson/News Corp have pissed off enough people nationally that no one takes what they have to say seriously anymore. I was astounded by the response of people not related to football after THAT news article by the drink driver, seems like a lot of people are just tired of sensationalist bullcrap. Obviously you get the standard trolls who lap-up reports like that, but most level-headed people saw it for the runt that it was.
Kaks
Roar Guru
Just a heads up Waz, I called recently and complained telling them I wanted to cancel my subscription (i had no intention to do so) as I was unhappy with the loss of the EPL and the prices I had to pay for sub-standard programming. I am now paying $15 less a month and have all channels unlocked and in HD They are obviously worried about losing customers due to Optus looking like they want to take football away from Fox Go and complain mate ;)