Fox and the sports NRL, AFL etc want to be able to buy / sell their product directly to the pay TV sector.
as i understand it atm, 9 own all the rights to the NRL and they on sell those rights to Fox. The NRL cannot directly negotiate with Fox. same for the AFL, Cricket etc unless the FTA channels waive those rights entirely.
under the current arrangements the protected sports cannot deal with Fox / ESPN unless they are specifically waived.
What both major footy codes and cricket want to do is package their games and offer them to everybody.
So, Friday night will probably be offered as a stand alone product. the Sat and Sunday games also offered as different products depending on the mix. The TV stations may also bid for a specific mix and ask for a price.
ESPN will be a player in this sort of market.
The FTA channels are also hamstrung because they are not allowed to show sport on their secondary channels. (which is epically stupid) they are allowed multiple channels now but not allowed to use them. Also analogue TV is going the way of the dinosaur starting 30/6/2010, so everybody will be compelled to be able to see them anyway.
All the FTA stations would be more amenable to bidding if they could show sport on secondary channels.
input a use it or lose clause, and have the sport (esp the NRL) negotiate a decent contract forcing the sport to be shown and all will be OK.
everyone gets some sort of bone if not everything they want.