AFL facing a fight for the big TV bucks
Jon Pierik
Written on Wednesday, 30 June 2010 14:39
To television executives and their sports directors, filming the National Rugby League as a sport is akin to "shooting fish in a bucket.
Where the wide expanses of an AFL field and its nuances and tactics are almost impossible to capture fully on film, thats not the case in rugby league.
Its like shooting fish in a bucket from a television perspective, said one Sydney-based television executive.
Its a square ground, all players running in the one direction, easy to capture on camera, very few shots required.
The crowds may not be as great but it's a great TV sport.
This is one reason why the AFL, perhaps to the surprise of its army of followers in southern Australia, could find itself in a major fight when discussions over the new broadcasting rights deal intensify when the Federal Government releases its revised anti-siphoning list.
The AFL hopes to reap $1 billion in its next five-year deal, beginning 2012.
Media experts such as Harold Mitchell believe that figure could even be surpassed, for the previous deal was already $780 million.
Network insiders, however, arent so sure.
The NRL rights will soon also be up for grabs, with league boss David Gallop hopeful of doubling the current $100 million-a-year contract split between Fox Sports, Nine and New Zealands Sky TV.
Gallop plans to do this by perhaps selling off the high-rating State-of-Origin series from Channel Nine, or following the AFL system and having the club competition shown on different free-to-air networks.
In the meantime, Nines Melbourne boss Jeff Browne has signalled the stations intent to reclaim a piece of the AFL pie, despite the likelihood of the network needing to splash out even more to retain the NRL rights.
According to television insiders, if push came to shove, Nine would take the NRL over the AFL.
And heres one reason why that keeps resurfacing.
Sevens decision to go live last Friday night with the AFL grand-final rematch between Geelong and St Kilda attracted 638,000 viewers nationally.
According to tvtonight.com.au, this consisted of: Melbourne (410,000), Adelaide (110,000), Perth (92,000), Brisbane (18,000) and Sydney (8,000).
As reported in Melbourne's
The Sunday Age, Seven's Melbourne boss Lewis Martin said there were "raised eyebrows" at the network at the modest figures from the AFL's heartland.
The suggestion from this was there may have to be a pull-back in a public push for live Friday-night matches.
By contrast, the Friday-night NRL clash on Nine between West Tigers and the Dragons attracted 611,000 combined prime-time viewers alone in Sydney (363,000) and Brisbane (248,000).
At least the AFL this week could take some heart from defeating rugby league.
A close look at recent figures reinforce the challenge awaiting the AFL as it seeks to convert the Gold Coast and western Sydney into strongholds with its two expansion clubs.
A little over a week ago 690,000 Friday-night viewers tuned in from Sydney and Brisbane alone to watch the Penrith Panthers demolish the Brisbane Broncos 22-12 and the Gold Coast Titans hang on for a 25-24 win over the Canterbury Bulldogs in an experimental double-header at Queenslands Suncorp Stadium.
Meanwhile, the clash between Hawthorn and Essendon, one of the best this season featuring three spectacular Lance Franklin goals, attracted a national audience on Seven of just 580,000.
This consisted of Melbourne (370,000), Adelaide (105,000), Perth (90,000), Sydney (10,000) and Brisbane (6,000).
Its a theme that has been replayed throughout the season.
A week earlier, North Melbournes much-hyped clash against Carlton attracted 529,000 viewers, while the NRL had 661,000 in Sydney and Brisbane alone tune in to witness the Titans thump the Manly Sea Eagles from Skilled Park.
A week earlier, Richmonds clash against St Kilda attracted 581,000 nationally, while the NRL drew 684,000 viewers.
We look at those numbers. We love the AFL but we have to say, the numbers are what the numbers are, said one network executive rather pointedly.
Mitchell, who has advised the AFL in several broadcast rights negotiations, says the figures show why the AFL's bid to conquer the northern states must be a long-term project.
"It continues to be the challenge but one they are up to," he said.
"Eventually the very successful sports will be totally national and the AFL is leaving no stone unturned to get there.
"No sport has an even number around the country so they have to keep working on their weaknesses.
''It's the same with rugby union and league in the southern states."
So enticing have the NRL rights become in Sydney that Network Ten, through its free-to-air network and One HD, and Seven will also make a pitch in the next round of bidding.
Tens sports boss David White has refused to comment on his networks bid, although NRL boss David Gallop confirmed in March a preliminary meeting had taken place.
Mitchell said he wasn't surprised Ten was now in the running.
"They can't risk not being involved which is why they will bid aggressively," he said.
"Live sport is such a valuable commodity."
Ten has not broadcast league since the early 1990s.
That it now wants to re-enter the fray, having endured, for the most part, years of terrible AFL ratings in Sydney with live Swans matches, suggests its game on between the countrys two leading winter codes.
Of the 602,000 viewers who tuned in to Saturday's night live stand-alone showcase clash between the Swans and Collingwood at ANZ Stadium, just 59,000 viewers were from the harbour city.
"As I said, it has to be a long-term plan for the AFL,'' Mitchell said.
Just how long is anyone's guess.
http://www.backpagelead.com.au/afl/1754-afl-facing-a-fight-for-the-big-tv-
