The Glimmer Twins penned two songs that could describe the ARU's quest for a sustainable media package which could enable a meaningful FTA component to the masses , the songs are "You can't always get what you want" and "I can't get no satisfaction" . The ARU need to take a step back and contemplate just what vision they are offering the networks , advertisers , its member unions and the public ...and calibrate the order of those groups in the ARU's eyes at this point in time ,then, where the ARU would like the order to sit in 5 years time? In essence what are the main drivers of the Sport/Business now and into the future?
I would suggest a media/corporate advisory swat team to be set up to attempt to maximise a "decent bang for the ARU buck " . I would suggest tapping into a guy like Harold Mitchell who understands the media landscape arguably better than anyone (and a former Melb Rebel Chairman), Someone with sport broadcast production experience , An advertising guru ...say a Geoff Cousins type or new media young gun etc...
Why ? The has been a massive disconnect between the ARU as a business and the business community (who have been seen rightly or wrongly painted as a significant part of the codes support base over the years) .
What to do about it ? ... Maybe consider the drivers of the business are The Public (including the rugby family at grass roots) & The Advertisers ,whilst, considering the networks as the vessel . Consider the ARU targeting a list of preferred potential sponsors by industry say in the consumer discretionary space then onboard them with a view to going the networks with the advertisers in hand rather than going cap in hand . I think I'll stop there otherwise I'll have to invoice the ARU...but I suspect you all have your invoice to send to the ARU !
