Gem of a deal for fans
Richard Hinds
December 9, 2011
AFTER years of torment for cricket fans, and ritual bombardment of Nine's switchboard by disgruntled viewers, it will be possible to watch the final overs of Test matches live, even when they are played during the 6 o'clock news.
Nine has successfully applied to the federal government to be allowed to show Test matches on its digital affiliate GEM during news programs. From today, if play goes beyond 6pm, the ominous announcement that ''Sydney and Melbourne viewers are about to leave us for the news'' will be replaced by an invitation to change channels.
Nine's head of sport, Steve Crawley, said the network had asked for permission to show the cricket on GEM three weeks ago. ''It didn't happen in time for the first Test, but we are very pleased that it will be in place for the rest of the summer,'' he said.
The truncated cricket coverage, as well as Seven's decision to cross to news during the Australian Open tennis - most infamously, during a heavily promoted match between Serena Williams and Samantha Stosur two years ago - were two reasons cited by the federal government when it signalled changes to the anti-siphoning laws.
Under existing legislation, networks are not permitted to show ''first run'' sport on the anti-siphoning list on their digital channels. But that clause will be changed next year to stop the anomalies that have occurred, with rights-holders forsaking sport in order to show news programs. Until then, the government is issuing exemptions, such as that gained by Nine for Test cricket.
The industry claims there was an initial reluctance by networks to split audiences by continuing live sport on digital channels, fearing it would adversely affect ratings for the fiercely competitive news programs. But Crawley said Nine had been eager to give viewers the choice.
''If it was up to us [the sports department], we would have sport on all day and all night,'' he said. ''Sport is a big part of what Nine does. But our news brand is also very important and we have to acknowledge that, too.''
Nine's decision means that cricket will also be shown on GEM during the Adelaide and Perth Tests, during which large portions of play have not been seen in Sydney due to the time differences. While the figures are changing rapidly, Crawley said about 85 per cent of metropolitan households had access to the digital channels.
