Next year will mark the tenth year of AFL Media, an organisation who seem to perennially swing between being an independent body creating and promoting AFL content, and the AFL’s Public Relations arm.
A decade is a long time in footy, and the question is fast becoming simple. How long will the AFL Media model stay relevant?
The rise of social media the biggest change AFL Media has seen. It has made news real time, easily generated, and once it’s out, it’s right out. The announcement of Lachie Neale’s intention to leave, which was dropped by 7 News reporter Ryan Daniels, blew up over Twitter before the Lions could even muster a press release.
We even got some Mitch Robinson fake news on it!
The relationship between journalists and the AFL has altered for the worst because, funnily enough, not every journalist believes AFL Media is independent. They will dig deeper for stories that don’t necessarily fit the views of the world, and the release is much faster.
When Caroline Wilson broke the Alastair Clarkson story this year, it created a huge (and predictable) storm of public Caro hatred and the Old Boys club sent Ben Dixon out to attack… until it was proven right.
(Photo by Michael Willson/AFL Photos via Getty Images)
Ex-Carlton coach David Teague’s entire tenure with the Blues was media driven.
First we said ‘all aboard the Teague train’, then some more expectations management led to frustrated supporters getting vocal on the socials.
He lost his playing group when he failed to publicly support captain Patrick Cripps in a press conference, then his last two weeks were when Liam Pickering slammed the players, the board and even the sky for being blue. It was started and ended in the media, by the media.
Every established news outlet needs to be constantly generating content to stay relevant, be talked about, get views, and bring in dollars. It doesn’t always have to be good content – just relevant. I know when I see a Kane Cornes story on Facebook, he will probably just be listing his least favourite toilet paper for forward pockets to use, but dammit I’ll still click just because.
Meanwhile, anyone else can generate content that can start to direct the real-world narrative. As George Costanza once said – “Jerry, it’s not a lie, if you believe it”.
So, back to the question of relevance and lifespan. How long will AFL media stay relevant? Despite this tough environment, it has one good thing going for it – exclusivity.
Halftime interviews, player stats, and of course quality broadcasts. This is the most concerning for us. As commercial news media becomes more fast paced and uncontrollable while Foxtel slowly suffers death by a thousand streaming services, there is a good chance that the AFL will exert more control by putting increasing amounts of content behind a paywall.
You don’t need to tell people the news, just everyone that you have it, and you can pay or miss out. The alternative would be free-to-air matches and everyone having access to everything, but that won’t work will it?
You can’t protect the game without a healthy profit.
It’s a bit weird now to think now, but before AFL Media, all your footy news would come from The Footy Show, the Sunday Footy Show, and Scotty Palmer’s Punchlines.
AFL Media will keep on punching; I just hope the punters don’t cop a black eye.
RT
Roar Rookie
I don’t follow. What did Damien Barrett say? Edit: I found what Barrett said. Apart from the manipulation comment it was not much different to many others, most of whom don’t work at AFL Media. So I am not sure what your point is. Manipulation might be a little strong, but the rest of the comments and opinions don’t seem unreasonable.
Courtney
Roar Rookie
I was curious to know wether anyone picked up on Leigh Mathews comments today regarding Lachie Neale ? Lachie Neale has been called out by Damien Barrett , Caroline Wilson , Ben Dixon in no uncertain terms regards his integrity the reputation of his wife and the possibility of a move back to Perth to be with family ? Leigh Mathews as part of the football department at the lions has said there were whispers 6/8 weeks ago that Lachie Neales wife wasn’t happy and wanted to back around family ?? To specifically the AFL media it has been blatantly obvious they were just pissed off they didn’t know first and got totally scooped ? Absolutely pathetic Damien Barrett in my eyes has lost all credibility with his manipulation comment I hope he now has the “balls “ to apologise for his comments But I doubt it. I think this article is absolutely spot on ? As journalists you report the news !! You are not the news !!
Naughty's Headband
Roar Rookie
I think most would like to see a disconnect from the AFL and sports media. They both need each other but I think the AFL needs the media a lot more than the media needs the AFL. I would like to see the AFL held to account for their decisions, and for Gil and his cronies held to account for their bloated organisational structure, particularly at head office. It'd like to see them held to account for their executive level pay packets for people with little experience who add little to the game. I'd like to see them held to account for their influence over government(s) and their decisions regarding rule changes. I'd like to see them held to account to the footy clubs and supporters. I'd like to see them held to account for building an organisation structure that has created a monopoly on Australian rules football, and treating the game like they are the owner of it and not the custodian that they are meant to be. I'd like to see them held to account for they way they have treated country footy in Victoria. I'd like to see the media hold them to account.
Naughty's Headband
Roar Rookie
So many questions...it's almost like you're defending the AFL??? The AFL has a massively bloated hierarchy, far too many general managers for a business of its size. I work in a business of similar size and we have nothing like the management structure they do, with nothing like the pay packets they have. When COVID came they cut everywhere but the bloated executives at head office. They should be accountable to the clubs, to the supporters. They're meant to be a non-profit organisation but Gil runs it like his little fiefdom.
PeterCtheThird
Guest
Fascinating. What do you mean by “the AFL”? Board members? Employees? Permanent, contract, casual? How many in each group? How much ar3 they paid? On what basis? “Positions of no effective accountability”? To whom should they be accountable? You personally? How? What control and sanctions should be exercised and by whom? Without some hard information and specific proposals you’re just having a whinge.
PeterCtheThird
Guest
The Australian, for instance as a media organisation, not only toes the party line, it works extremely hard to promote that line, including telling deliberate lies. Any organisation reporting on sports understands that ongoing access to information depends very much on maintaining good relationships. So? Do you just want a news organisation - any news organisation - to only run the stories, and the line on those stories that you want, because you would see that as fair and unbiased? If not, what do you want?
Naughty's Headband
Roar Rookie
That's how the AFL runs isn't it. The amount of money they pay themselves for positions of effectively no accountability in a controlled environment truly is exorbitant.
Antony Pincombe
Roar Rookie
The trouble with AFL media is they are asked to tow the party line and do so. For instance, the AFL was very unhappy with the media for pointing out how crappy the umpiring is. So they had meetings with the media bosses and now nobody says anything about the standard of umpiring. Which is at it's lowest point ever in the history of the game. Several ex players were really strong in coming out against the umpires blatantly letting throws go and not penalising. But recently they have been very quiet. All because Head Office got upset and threatened them through their bosses. So how relevant is a media that toes the party line. not relevant at all