Would Network Ten/Paramount be a good fit for Rugby Australia?

Last year’s Super Rugby Pacific was perhaps the best representation of provincial rugby for over 10 years.

The previous format with South Africa was stale and lost impact by being behind a paywall.

When Super Rugby engaged with Channel Nine and Stan, there was an immediate impact.

The coverage of rugby was massive, for all of three months. Then, nothing.

It is clear that the rugby league community would have nothing of it and as a result, negotiated new agreements, whereby, rugby would take a back seat to NRL.

One of the saddest aspects of this was that 12 months later, being 2022, the Super Rugby Pacific competition delivered on many fronts.

The Australian teams were very competitive and have built significantly after being dismantled in the preceding five years.

The skills and belief in the Waratahs along with the Reds who were dominant for the the first half, combined with the braun of the Brumbies, proved there is a resurgence in Australian rugby.

(Photo by Mark Metcalfe/Getty Images)

Let’s also look at the progress with the Force and the backing of Andrew Forrest – there are some great signs moving forward for Super Rugby Pacific.

The games were of extremely high standard, as even the lesser teams including Drua and Pasifika, along with the Rebels and the Force, all caused upsets or close calls against the dominant teams from NZ and Australia.

I would suggest that 60-70 per cent of matches were competitive and played with heart and the full platform of what rugby union has to offer.

It is sad, however, that most of the media and previous rugby players and supporters didn’t see it.

The common response I had when doing the old school “water cooler” talk was, “Rugby is boring.” None of them bothered to watch it, and therefore couldn’t see the product.

I know that Super Rugby will never compete with NRL or AFL for eyeballs, but it can increase with more exposure.

Super Rugby Pacific had teams from Australia and New Zealand in the finals and yes, yes there were eight from 12 included, but the finals were up for grabs and the Australian sides, who made it, played to their strengths.

The problem is, no one knew about it.

So, to Paramount and Ten. Would this be an avenue to pursue? For Rugby Australia, is this an opportunity? Both parties have something to gain and something to lose.

It is no secret that RA was on the verge of going amateur again as a result of poor management (maybe COVID as well) but let’s call a spade a spade.

Channel Ten is dropping to 20 per cent, or thereabouts, and Paramount want to steal some numbers.

Again, I am basing this on media reports only, but Stan achieved around 300,000 in viewers/subscribers (these are not facts).

The bottom line is, Channel Ten could have two or three SRP games on free-to-air. This might create some traction and perhaps, increase exposure for this game we all love.

Let’s also consider a British and Irish Lions tour and a couple of World Cups on Australian soil. Can 20 per cent turn into 25 or 30 per cent?

Both AFL and Cricket Australia rejected offers of 30 per cent overs.

Football Australia accepted a larger deal, based on subscriptions and that fit them at that point in time, however, they lost millions under forecasts based in subscriptions.

(Photo by Graham Denholm/Getty Images)

If Rugby Australia are smart, which this administration is better than the previous five, publicity is key.

Stan and Nine were praised for their initial response to landing rugby, and to be fair, saved the game.

However, when a Bledisloe Cup is placed on secondary channel, it must be questioned, even if it attracted almost 1 million viewers.

Stan and Nine have done well to promote all levels, but if Paramount can produce more and create exposure for this game, 30 per cent more would be worth it.

Let’s also throw out there: most NRL and AFL games are not played in prime time Saturday time slots on the main channel, perhaps there’s an opening.

Super Rugby Pacific has a place. No one is seeing it.

There are massive tours, British and Irish Lions tours and both men’s and women’s World Cups. It’s a dream scenario for any broadcaster, but Super Rugby Pacific can break even with the right partner.

Nine started well and dropped rugby for NRL. Either do both and give union its space or Paramount, get a global sport that has a following, that has lost its way.

Sure, football will excel every four years, but this could work.

It’s up to Stan/Nine versus Paramount/Ten.

Let the games begin.