If you thought getting the NBL on free-to-air TV was important 12 months ago, it’s something else for the upcoming 2016-17 season.
With popularity of basketball at what seems to be an all-time high after the Rio Olympics, Australian NBA players in the headlines and a relatively successful NBL season last time around, getting the free-to-air exposure is a must, but it has to be done in the right way.
There is no way much of the season will be shown on free-to-air given Fox Sports has the contract to broadcast cover every game live, but it must be hoped a deal similar to last season could be worked out.
Last season’s deal saw the Nine Network pick up one game a week to be broadcast on Gem. That turned out to be the Sunday afternoon timeslot, which unfortunately meant only nine games per week would be broadcast.
With a real basketball renaissance on the cards, the NBL must find a way to get Fox Sports onside and broadcast at least one, if not more live games into the free-to-air TV market, which will increase the exposure of local basketball massively.
Fox Sports ratings were not all that fantastic last year, despite increased crowds and the talent and quality of the league which was on display night in and night out. You would have to think that on-selling a game or two in the same simulcasting format wouldn’t be the worst thing.
Before working out what a deal with one of the networks and NBL could entail, it’s actually worth noting Fox could make money out of it with a network picking up a game or two per week, but more subscribers as well.
Fox is a trove of sport, and with the NBA also being broadcast more than ever before this coming season, the bonus of being able to see NBL and wanting more could entice people onto the pay-TV network.
The NBL schedule has actually worked itself perfectly for a free-to-air TV deal.
While Fox won’t want to give away too many numbers, they need to make the deal worth something for themselves – and for that reason giving away a weekend game isn’t the smartest option.
However, Thursday night’s games seem to be the ideal option, maybe in tandem with Monday night games. They are the two timeslots that would bring in the biggest ratings numbers without a doubt, but also the most exposure for Australia’s domestic league.
There is only one week in the whole season that misses Thursday night and there aren’t that many Monday nights meaning a free-to-air network would pick up somewhere in the vicinity of 25 games for the season.
That’s under a quarter of total games and not such a heavy burden on Fox, but something they could still make money and numbers from.
The whole promotion during the Thursday or indeed Monday games would need to centre around Fox and that people should subscribe if they want to see more great hoops over the weekend, but there is no harm in the added exposure this time slot would bring.
Unfortunately, the deal with Nine last year didn’t work all that well with the Sunday Afternoon slot often being match replays and seeming to be buried under a mountain of other TV programs.
While Thursday could be looked upon as ‘reality TV night’, sports fans would love something to watch – something they have during winter with the NRL, and the proof is right there that numbers will flow.
It would be the best time for exposure, and from a Fox Sports point of view, puts them in the best bargaining position possible.
The problem with a deal like this is being buried through the middle part of summer by more popular sports including the international cricket, BBL, and Australian tennis schedule, including the Aussie Open.
So while there would be a time through the middle of the season where ratings would be down and NBL would be on a backup channel, the rest of the season would make that all worth it really.
The other advantage, and game that could basically win the whole season for the NBL is the season opener, the Brisbane Bullets first game back in the league against the Perth Wildcats. On a Thursday night, that could rate incredibly highly.
Monday has also proven to be a popular time slot in the NRL for TV viewers, and seriously what else is there to do on a Monday night? It’s a recipe for success from an NBL, Fox Sports and free-to-air provider’s perspective.
The one question that still remains is who? Which network is best equipped to pick it up?
Each have other commitments throughout the summer and as mentioned it is about minimising time when it won’t be given maximum promotion.
That looks like it could play right into the hands of Channel Seven, who essentially lose January to tennis but have well equipped backup channels and streaming apps, plus Rio Olympics caller John Casey on the books.
Given the success they got through Rio basketball, it’s hard to see them not in the picture.
In saying that, the NBL needs to take whatever exposure it can get on commercial television and lock it in. Now.
The NBL is set for another cracking season and coverage on FTA TV would only cap off the build-up.
Roarers, what do you reckon? Will the NBL get back onto commercial television and if so, how and with who?
Follow Scott on Twitter @sk_pryde
BITZA
Guest
Looks like SBS is the channel http://www.nbl.com.au/featured-news/nbl-partners-sbs-201617-season/
Martyn Lawrence
Guest
i agree that sport is moving away from TV like the EPL and i am sure more will follow suit but can the NBL afford not to be on free to aie? i think it need as many people watching as it can get
Swampy
Guest
I'm not sure FTA helps any sports other than those entrenched already. How many NBA League Pass Subscribers are there in Australia? Sport is moving away from the traditional TV box. Look at the EPL. I would suggest it is quite important for Foxtel to keep the NBL because it's sports coverage is starting to lose content. BBL & EPL were important summer components of their complete sports product. Foxtel's business model relies upon being able to offer a whole range of products on masse.
Media Beatup
Guest
Thought NBL was still on Nine. Would be a shame if it was not. NBL is seriously at the end of its rope. Will be interesting how long Larry K continues with this project.
The real SC
Roar Rookie
It's going to be a huge task ahead of the bidding rights. Nine has the Summer of Cricket from November right through to end of February. Not just that but also confirming the Netball Championship from the start of February. TEN will telecast BBL, WBBL during the non-ratings period. They will also screen Motorsport during that period. The Seven Network has the Horse Racing, Sydney-Hobart Yacht Racing, Tennis. SBS has 1 match per round of the Hyundai A-League. Well I know that ABC/SBS cannot bid for any large event sports due to the budget cuts being announced in 2014 by Malcolm Turnbull. In my opinion, all three commercial broadcasters should negotiate the pros and cons of the NBL.
Scott Pryde
Expert
I agree - Fox did a fantastic job last season, but I guess this is the debate about ensuring a presence on Free to Air via simulcasting of the Fox broadcast, which from what I have heard is going to be ramped up another level this season! Even though the Boomers didn't medal, popularity of Basketball and the amount of talk and hype around the NBL is at levels I have never seen (have been told it was similar, or that levels like this haven't been seen since the golden days of the NBL). The ratings debate is an interesting one, but I agree. It was hidden on GEM in that Sunday Arvo timeslot, and not having live games every single week hurt. I mean, who wants to watch replays of a game from 24 hours ago? Live sport, whether on weekdays or weekends is the way forward. The argument you mention right is 100% correct, but simulcasting last year I felt helped the quality of GEM from what I saw - which admittedly wasn't much because I watched Fox more often than not. Thanks Joey! Great to hear! Plenty of Basketball coming soon from me as well! Just recovering from the Olympics at the moment.
Scott Pryde
Expert
Possibly, but that requires government funding and let's be honest - they aren't going to shell out a penny. I just feel like building on the back of the Olympics, getting it on FTA this year is more important than last year - as MDS1970 put it above, back-up channels will probably be the answer, but then what timeslot? Thursday's again seem viable, because Sunday afternoon was just hidden on GEM last year. Live sport on weeknights is the way forward for the NBL, but then again Fox aren't going to love giving their biggest rating game away are they unless they can get some serious financial reward out of it... Which they could.
Scott Pryde
Expert
7Mate would be an excellent fit - I just get concerned with the Tennis, but then again it's the same with each of the other networks between BBL and Summer of cricket. It would only be simulcasted from Fox anyway I presume.
Joey
Guest
I hear you that free to air is vital especially in attracting new eyeballs to the NBL, unfortunately the Boomers didn’t medal in RIO as I reckon the FTA networks would be falling over each other to get some NBL action, but as a hardcore NBL fan I was over the moon when Fox Sports came back into the fold to broadcast the NBL last year for the next 5 years simply because they do it well unlike their FTA counterparts. How many new fans did the NBL gain by being on 9’s Gem/Go last year? Was it enough to warrant the FTA argument as I had a quick look on ratings for Channel 9’s coverage last year and I saw numbers of just 2k for a Taipans/Kings game to 30k for a Hawks/United match, but to be fair Australian TV ratings are BS simply due to the fact that there are only around 1000 of those rating boxes in homes around the country for a population of 24 million. Instead of free to air I think we should focus on increasing Fox Sports subscriber numbers (it’s only in 30% of homes so lots of room to improve, although it’s been static at that level for the better part of the last decade) as they know how to treat NBL fans properly with their Live, High Def and Ad Free coverage whereas FTA networks treat NBL fans with absolute disdain, no HD as it will be on their lesser known secondary channels whose picture quality looks like it’s being filmed with a toaster, it won’t be live unless you reside in an Australian Standard Time state, and will be chocka block full of ads. Interesting stuff Scott (ps: i love reading your articles)
Damo
Guest
Interesting question and I wonder how many FTA channels were a bit short sighted when licence was on the table. However I think basketball is suffering the same problem as soccer in the astronomical rise of the BBL. For 6 or so weeks those midweek slots are dominated by BBL, reducing the marketablility of the NBL. Channel 10 don't need or probably can't afford the NBL and 9 has the rest of the summer covered. 7 has the tennis and though I don't think that's the diamond it once was I think 7 has shown it's hand by adding racing, Olympics and state footy in recent years and will most likely stay away from other sports for now. So maybe the ABC or SBS?
mds1970
Roar Guru
The NBL will never be on a "main" channel, the ratings don't justify it. But in this era of multi-channelling, it would be good content and live sport will always attract some fans. I tend to agree with you that Ch 7 would be a good fit. 7Mate as the FTA home of the NBL.