Seven waits in wings for NRL bid
by: Brent Read
From: The Australian
May 08, 2012 12:00AM
THE Seven Network set the scene for a titanic battle over the game's broadcasting rights yesterday by declaring its love for rugby league on the same day the Nine Network and Fox Sports tabled their opening bids to televise the sport for the next five years.
Under the game's existing broadcasting deal, the Nine Network and Fox Sports, which currently hold the rights, had until yesterday to submit their opening salvos. The ARL Commission confirmed those offers had been received, although it declined to provide any details.
The game is hoping to burst through the $1 billion barrier for its next broadcasting deal and has already indicated it would head to the marketplace regardless of the offer from the Nine Network and Fox Sports. That will allow the Seven Network to enter the race for rugby league as soon as this week.
The Nine Network's chief rival has indicated a particular interest in State of Origin, considered the code's flagship. As part of the negotiations, the networks were expected to submit separate offers for the NRL premiership, Origin and Test football, allowing the game to directly measure the offers for the respective parts of the game.
"We love the NRL but we have no comment on the current negotiations," a Seven Network spokesman said.
Nine was also reluctant to fan any more flames over the broadcasting negotiations, which have been the subject of endless analysis in recent weeks.
"We lodged our bid today," Nine's managing director Jeffrey Browne saiad. "I am very pleased with our bid. I expect to have further dialogue with the NRL."
Asked whether he expected the commission to take the rights to market, Browne said: "That's up to them. We put a very, very strong bid in. I am sure they will give it serious attention."
Browne declined to reveal whether the initial bid would meet the $1bn mark.
"They will do very well and they deserve to," he said.
The game is exploring a range of options as it looks to cash in on the most important broadcasting deal in its history. As well as the potential for increased advertising content, The Australian understands the game has also discussed the potential for allowing the broadcasters access to GPS information during the telecast of matches.
Most clubs now record GPS information during matches by using a small device which is placed on the back of the jersey.
It allows the clubs to record a host of statistics including the distance players cover, the speed at which they cover it, heart rate exertions and the impacts in tackles.
Network Ten has also indicated an interest in bidding for the broadcasting rights, although it was reluctant to comment yesterday.
While yesterday's deadline signalled the start the start of the bidding war, some NRL club chief executives have suggested it could be months before the process reaches a conclusion.
The talks will take place amid mixed TV ratings this season. Although figures are on the rise on free-to-air television - ratings are up nearly 6 per cent - the pay-TV ratings have been inconsistent. Sunday afternoon and Monday night football are down while two of the three Saturday slots are up.
"We can confirm that the written offers have been formally accepted through a legal office," a commission spokesman said.
"Only those directly involved in the negotiation process will be aware of the details of the offer. As much as we can appreciate the interest in the rights negotiations, there are strict and binding confidentiality procedures involved.
"The NRL has for some time expressed its confidence in achieving a substantial increase in rights fees based on rugby league's dominance of television ratings."
