The present AFL broadcast rights might not officially end until the 2011 season is done and dusted so no one is quite throwing punches just yet.
But the broadcasters and the AFL are beginning to dance about the ring. A little posturing, a feint here and there.
But what is a fundamental principle agreed to by all parties is a need for the deal post 2011 to deliver most matches live. AFL chief executive Andrew Demetriou confirmed yesterday that the league's infatuation with protecting attendances by limiting live-against-the-gate broadcasts had all but run out of passion.
"There is common ground between the AFL and the potential broadcasters that the next agreement should feature wherever possible live telecasts," Demetriou said. And while the league boss would not talk specific slots, it is clear the contentious Friday night coverage will be one fixture under heavy focus.
The long delay imposed by Channel Seven in this contract has infuriated viewers from Brisbane to Perth. As an example of the poor service delivered by the broadcaster, tonight's match between Carlton and West Coast is not shown live on free-to-air television.
In Melbourne the telecast is delayed by one hour, one and half hours in Adelaide, Perth gets the match on a three-hour wait and, in Sydney, it comes on just before midnight. The AFL broadcast schedule says it goes live on pay-TV network Fox Sports only in NSW and Queensland. Channel Seven does not show it in Brisbane until 11.30pm.
A Melbourne talkback radio station asked yesterday for people's feedback on the league's existing broadcast schedule and most complained about the delayed programming on Friday night as well as Sunday afternoon. "We will need to protect some soft slots," Demetriou said. "But everyone is agreed that live sport works best and there is a commitment from everyone to see that it happens. I am not sure anymore about the value of protecting live-against-the-gate games. I think live broadcasts actually helps bring people to the game." That is a significant and welcome change in league philosophy.
All interested parties have been told that the next agreement will deal with eight matches per round. Only when the 18th licence is granted to a west Sydney consortium will the rights to a ninth match be open to negotiation. The AFL has said a Gold Coast team would join the competition in 2011 and a team based in western Sydney one year later. That would mean an 18-team, nine-match fixture from the first year of the new broadcast contract.
The AFL's reluctance not to broaden discussions to an 18-team competition is in contrast to its confident rhetoric that the western Sydney team is on schedule to make its debut in 2012. "Broadcasters might ask for provision for a ninth match, that's possible, but until we grant a licence it is not proper to negotiate beyond eight matches." That also allows wriggle room if the Gold Coast debut is delayed.
While the AFL broadcast deal has always been controversial because of its failure to deliver live football to all the game's markets, the league yesterday could gloat on news that the total of positive drug tests in 2008 had fallen dramatically. For the first time positive tests fell below 1 per cent. There were 12 positives in 1220 tests, the lowest and therefore best result for the AFL since it began its drug monitoring in 2005.
The AFL has been criticised and ridiculed - this column at the head of the queue - for its drug protocols which allow a player to test positive to illicit drugs three times before the league applies a meaningful penalty. Yesterday's announcement is undeniable statistical evidence that the league policy is reducing drug use. Twelve positives - two players were caught out twice last year - are 12 too many but the figures suggest that drug use among players is considerably less than in the wider community. That's a significant reward for weathering the criticism the AFL commission sustained on the introduction of its three-strike policy.
There are other social issues with which to deal. The media has been fuelled by rumour that a prominent footballer is in deep debt because of a gambling addiction. His club denies it point blank. But some commentators suggest it is just the tip of evidence that gambling might be the most significant problem for players away from the field.
This week the betting exchange Betfair spoke with the AFL Players Association chief executive Brendon Gale about wagering and gambling issues. Further talks are planned. It is believed the betting exchange impressed Gale with its promotion of a betting and deposit limit available to customers.
The exchange is one of eight betting outlets - TAB Sportsbet, Luxbet, Betezy, Sports Acumen, IAS Bet, Sportingbet and Racing Odds are the others - that has a partnership with the league which includes a product fee and an information-sharing contract. Betting agencies are provided with the names of all AFL players and their accounts are monitored to check if they punt on AFL games.
Live telecasts will prove a boon for supporters who like to bet during play. Betfair reported that a third of its betting on the Anzac Day Essendon-Collingwood match took place in the last five minutes of the game and that with two minutes to go Essendon was quoted as a 100-1 chance. At that moment Collingwood led by more than two goals. With just seconds remaining Essendon teenager David Zaharakis snapped a goal to pinch the game by five points.
Ummm. Would you take a cheque? (Credit: The Australian)
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