Melbourne Storm live TV hopes unreal
Russell Gould
From: Herald Sun
August 25, 2011 12:00AM
THE next NRL TV rights deal won't fully solve the problem of horrible home-town coverage for Melbourne Storm, with regular live free-to-air telecasts considered highly unrealistic.
There's an increasing frustration among Storm fans, the club and even the NRL that the competition's benchmark team has been relegated to the graveyard shift on consecutive Friday nights, despite both being blockbuster games, includingFriday night's clash with second-placed Manly.
The club has directed angry fans to start an online campaign against Channel 9, its angst increased with revelations last week's win over St George Illawarra was the second highest rating regular season NRL game in history, attracting 1.44 million viewers.
Despite that appetite for Storm games, both the NRL and leading media buyer Harold Mitchell said live or even near-live coverage of all games on free-to-air in Melbourne could not be argued for inclusion in the next TV rights deal, which starts in 2013.
Mitchell said all parties had to be realistic about what they were willing to accept and permanent live coverage of Storm games in Melbourne was not.
Instead, he said the NRL needed to urge whichever free-to-air network got the rights to explore the flexibility in its digital channels and also to temper the expectations of clubs, like Storm, which wanted their needs met.
"They have to work on that flexibility rather than try for the impossible, which just won't be done. If you try and make too many demands of the network, you won't get anywhere," Mitchell said.
"The high watermark is the AFL, and they achieved their result with a great sense of co-operation with their media partner."
The NRL wants better coverage in Melbourne but won't push for a fixed scheduling policy for Storm games knowing that could reduce its bargaining power.
And the league doesn't want to force games into the Melbourne market fearing the "Iron Chef factor", which saw AFL games shown live in Sydney smashed in the ratings by the SBS cooking show, creating negative press for the code's growth there.
NRL spokesman John Brady said the league would make better scheduling in Melbourne a priority.
"There's no doubt everyone in the game would like to see an improvement in the situation in Melbourne.
"At this stage it's hard to quantify what that would be, and that becomes part of the negotiation.
"Everyone has to be realistic with the outcome," Brady said.