Australian Rugby / RA

[Derpus]

Pretty sure this has been discussed ad naseum, but we missed the ship when switching to a professional game by going paytv only. BUT, paytv was the best source of income to fund the professional game (thanks Rupert). Probably better to just watch how the media landscape deals with the switch from television to internet driven sport consumption and go from there.

 

[James Pettifer]

Pretty sure this has been discussed ad naseum, but we missed the ship when switching to a professional game by going paytv only. BUT, paytv was the best source of income to fund the professional game (thanks Rupert). Probably better to just watch how the media landscape deals with the switch from television to internet driven sport consumption and go from there.

It was a short term win which unfortunately has had long term negative consequences (as has SuperRugby as a whole). The key things to watch over the next few years which will significantly impact Australian Rugby but which are out of RA's control are

• What do South Africa do? The Pro14 experiment looks like me to be a complete disaster. Crowds are really poor in SA - average crowds for the Kings are 4059 and for the Cheetahs 6280.
• Are there likely to be changes in Europe with regards to overseas players - particularly in France with the poor performance of the French team over the past few years
• How bad is the drop off going to be in the broadcast rights for overseas competitions and is this going to drive down player salaries and push players back to Australia

The biggest fundamental problem for RA, above all others, is the next broadcast negotiations. Ratings are down, crowds are down, the number of Australian teams is down. Apparently we are only barely managing as it is and there was a massive increase in broadcast rights last time. I can't see anywhere to go here but down.

 

[Rebels3]

I think the boat has sailed on almost every competition with regards to free to air, both the NRL and AFL at most have one more big payday through them. The future is digital, how that is going to look, who knows????? No sports brand has really figured it out yet, so if Rugby could be that Sport then the sky is the limit.

I work in the Media and Advertising spectrum, viewership is down everywhere, kids just aren't watching cartoons like they used to on TV, they are more interested in YouTube, etc. The information we receive is telling us that they now spend more time on their phone than they do watching TV.

The problem with Free to Air TV in the short term is that the companies just aren't interested, the main facet to this is the lack of content on at profitable times. You don't pay big dollars for content on at 3am, it's why we don't get international cricket tours on free to air anymore, no EPL on free to air and tennis majors moving to Cable (where they at least can get a niche audience willing to pay a premium).

I personally believe if you had a 1-5yr plan, the best method would be to have dual showings (both Pay TV and FTA) on domestic games live on TV in their own region. What i mean by this is that every Reds game is broadcast live simulcast into QLD and QLD only, NSW to NSW and NSW only etc. etc. The AFL does this with great effect into NSW and QLD. The payoff for this with Pay TV is that it helps build familiarity with the competition when fans want to engage with the other matches and they therefore pay for a subscription because they want to watch the other matches, the clubs also help increase crowds as they are more accessible to fans. While also ramping up the digital spectrum and providing the slickest digital experience available for consumers, the AFL does this amazingly, perhaps providing a game a week via FB or Twitter

Advertising dollars, therefore TV contracts signed by the leagues is determined by 2 things, 1) reach and 2) frequency and then 3) the quality of the content is considered. What our TV companies would be prepared to invest in is something that provides more content (2), more rivalry (3) and more importantly at profitable times (1), we all know what that is, but unfortunately NZ just isn't interested atm.

 

[Killer]

yes RA have no idea. My bet is Twiggy is way ahead of them and they have made him a competitor by not working with him.
Whatever the future holds RA will not be able to compete with Twiggy in this area. He is probably already far ahead and if anything new comes out he will be too nimble.

Another option you haven't mentioned is the UFC version, Fox is their main broadcaster while at the same time they are building their own digital Paypass version which they have complete control of (I guess)

Edit: btw this costs approx $7 mth for all the MMA you could want and in addition all the innovative content will be here first.

 

[John S]

I personally believe if you had a 1-5yr plan, the best method would be to have dual showings (both Pay TV and FTA) on domestic games live on TV in their own region. What i mean by this is that every Reds game is broadcast live simulcast into QLD and QLD only, NSW to NSW and NSW only etc. etc. The AFL does this with great effect into NSW and QLD. The payoff for this with Pay TV is that it helps build familiarity with the competition when fans want to engage with the other matches and they therefore pay for a subscription because they want to watch the other matches, the clubs also help increase crowds as they are more accessible to fans. While also ramping up the digital spectrum and providing the slickest digital experience available for consumers, the AFL does this amazingly, perhaps providing a game a week via FB or Twitter

So how does that play out when say the domestic teams are away for weeks on end, playing in NZ, Argentina and Sth Africa? Would you play them live at those times? Or do we just have blocks where there is no live rugby on FTA, as our teams away?

NZ is not as bad, but the times (approx 5.30) would play havoc with scheduling for FTA.

 

[Derpus]

I dream of a day i can just pick and choose the sports i wish to pay for, and stream them direct to my computer.

Probably never happen though.

 

[Braveheart81]

yes RA have no idea. My bet is Twiggy is way ahead of them and they have made him a competitor by not working with him.
Whatever the future holds RA will not be able to compete with Twiggy in this area. He is probably already far ahead and if anything new comes out he will be too nimble.

Another option you haven't mentioned is the UFC version, Fox is their main broadcaster while at the same time they are building their own digital Paypass version which they have complete control of (I guess)

Edit: btw this costs approx $7 mth for all the MMA you could want and in addition all the innovative content will be here first.

Yes, I am 100% sure Twiggy is about to revolutionise sports broadcasting.

In relation to the UFC subscription, the cheaper subscription doesn't give you access to the biggest events live does it? If you want to see those live you have to pay (a lot) more for them.

 

[Killer]

Yes, I am 100% sure Twiggy is about to revolutionise sports broadcasting.

In relation to the UFC subscription, the cheaper subscription doesn't give you access to the biggest events live does it? If you want to see those live you have to pay (a lot) more for them.

Don't know? but you can charge as much or as little as you want if you own it, the content and the platform.

 

[Rebels3]

So how does that play out when say the domestic teams are away for weeks on end, playing in NZ, Argentina and Sth Africa? Would you play them live at those times? Or do we just have blocks where there is no live rugby on FTA, as our teams away?

NZ is not as bad, but the times (approx 5.30) would play havoc with scheduling for FTA.

You'd just play them whenever it was live, most of these networks have 3 platforms to play the match on and generally 3-4 months to arrange scheduling. But i think you have just pointed out a major issue in why FTA just wouldn't bother, there is little continuity in the schedule.

To be honest if it isn't live, it's worthless as i am sure channel 10 have quickly found out with their delayed Sunday morning broadcast. With social media most people know the result before they watch their delayed match.

 

[kiap]

I think the boat has sailed on almost every competition with regards to free to air, both the NRL and AFL at most have one more big payday through them.

I think you're conflating distinct trends.

Yes, the tide is going out on ever-increasing sports broadcast pay deals. There is a hollowing out, but the model obviously hasn't vanished yet.

The thing is, the trend is not specific to one particular type of medium. It applies to Pay TV and Free-to-air and more.

What's happening is a fragmentation of viewers across more and more options of platforms, channels and content choice in general. Compounding this for some sports is a decline in their overall viewers regardless.

The future is digital, how that is going to look, who knows????? No sports brand has really figured it out yet, so if Rugby could be that Sport then the sky is the limit.

You mean internet and the delivery of content via web devices etc and that's obviously increasingly important, yeah?

But there's no digital magic bullet. Just about everything is "digital" now anyway - even FTA and Pay TV, not to mention newspapers and radio. To get their payday, sports have to cover ALL those bases.

As for Rugby figuring it all out where others have not? … Good luck.

Of course, if NRL and AFL suddenly decided to ditch Free-to-air for their next media rights deals, then Rugby might be in with half a shout (who am I kidding - the competitors are not that dumb to make such a big mistake, and it's always rugby union in Australia that's been run by morons).

I work in the Media and Advertising spectrum, viewership is down everywhere, kids just aren't watching cartoons like they used to on TV, they are more interested in YouTube, etc. The information we receive is telling us that they now spend more time on their phone than they do watching TV.

Correct.

What needs to be emphasized is the "viewership entropy", for want of a better phrase.

The viewers/consumers of entertainment/media are scattered to the winds because of the multitude of choices they have. The old days of near-captive audiences are gone. The toothpaste can't be put back in the tube.

Kids spending more time on their phones doesn't mean they'll switch to watch rugby using them just because it's available. It's just another option up against YouTube and social media, etc.

 

[Joe King]

Yes, I am 100% sure Twiggy is about to revolutionise sports broadcasting.

Are you able to expand on that? I'm not sure what you mean. Thanks

 

[Killer]

If I can add gaming to the mix. It was mentioned previously and was dismissed by the majority.
This is a massive competitor, not only do the users watch but they also participate/compete against real people online.
They number in the many millions playing at any hr in the day seven days a week.
Rugby's audience per year would not match one day in one game.
My children early on a Sun morning had to wait nearly an hr to gain entry to a game because of the queue.

 

[half]

Just sharing this for whats its worth. Also how much this applies to Australia is debatable, as we have a different say """cultural media news"" .

Disclaimers out of the way a few weeks ago I attended [PD requirements] I attended an exciting nay dynamic Accounting 3 day seminar. [I can feel the jealous now as you wish you where there]

Anywho, over lunch one day I sat at a table with the pre lunch speaker who was from the US and was talking about change, i.e software, trends, etc. He was a specialist [for whatever thats worth] in looking at trends.

He said mainstream sport in the US was heading south, all codes aside from Soccer had steep declines, and soccer off a very small base had a very small increase of between 3 & 9% depending on broadcaster.

He then went on to explain what his research showed, and according to this guy, new teams in new markets meaning I guess regions and cities bring new eyeballs to ratings. New teams in existing areas also bring new eyeballs but nowhere near as many as new areas.

Maintaining a status - que he said would lead to a steady decline and competitions needed to get new teams. This is why soccer grew slightly against the trends of others.

OK its a US market where each market say Atlanta and New York see themselves differently.

But if what this guy says is even in part true in an Australian context, then Twiggy, is on a winner with his new teams, and streets in front of an ageing Super Rugby.

 

[James Pettifer]

I dream of a day i can just pick and choose the sports i wish to pay for, and stream them direct to my computer.

Probably never happen though.

And also watch replays any time I want. If I’m 20 mins late to start a game then I should be able to watch from the start and forward through. Or if I want to watch in the morning I should be able to.

Increase my membership costs and include it in that as a starting point

 

[Derpus]

And also watch replays any time I want. If I’m 20 mins late to start a game then I should be able to watch from the start and forward through. Or if I want to watch in the morning I should be able to.

Increase my membership costs and include it in that as a starting point

Shouldn't cost more hey. Optus sport already offer this with their EPL package.

I didn't actively seek it out but the Optus sports model looks okay, IF you could pick and choose. Not really an issue at the moment since they only have one sport.

 

[Killer]

If I can add gaming to the mix. It was mentioned previously and was dismissed by the majority.
This is a massive competitor, not only do the users watch but they also participate/compete against real people online.
They number in the many millions playing at any hr in the day seven days a week.
Rugby's audience per year would not match one day in one game.
My children early on a Sun morning had to wait nearly an hr to gain entry to a game because of the queue.

here is something I saw on twitter just a few minutes ago ref AFL plans for esports.

https://www.westpac.com.au/news/in-.../?promoCode=link&cid=wi:br:1803:soc:TW:ESPORT

 

[wamberal]

And in Asia, which is where the big expansion is supposed to take place, the biggest sports are usually the ones that encourage or facilitate betting.



The EPL, for example.

 

[Wilson]

here is something I saw on twitter just a few minutes ago ref AFL plans for esports.

https://www.westpac.com.au/news/in-.../?promoCode=link&cid=wi:br:1803:soc:TW:ESPORT

Really hope we don't see rugby trying to get involved, what little money we have needs to be focused on our improving our game at all levels.

That said I doubt even RA would be dumb enough to try, as much idiocy as they've shown they're not really known for bold, forward thinking idiocy.

Sent from my Pixel 2 using Tapatalk

 

[Brumby Runner]

And also watch replays any time I want. If I’m 20 mins late to start a game then I should be able to watch from the start and forward through. Or if I want to watch in the morning I should be able to.

Increase my membership costs and include it in that as a starting point

Precisely what Foxtel allowed you to do.

 

[James Pettifer]

Precisely what Foxtel allowed you to do.

At $500 per year ... Not worth it at that price given how little else I would watch