Sports rights are seen as crucial to the survival of free-to-air television and, perhaps to a lesser extent, radio. So much so that the networks are throwing silly money at acquiring the rights to the most popular games.
Collectively, the free-to-air broadcasters are desperately trying to make sure that anti-siphoning laws stay in place so the paid-for streamers don’t get their hands on marquee events such as State of Origin games, grand finals and big horse races such as the Melbourne Cup.
But as they can’t all be winners in the bidding wars, some of the players will have spent a fortune to end up with nothing — or just the rights to second- and third-tier sports.
Time will tell if this is a sustainable business model — my guess is that, for many reasons including this, we’ll see further “consolidation” in the industry very soon (have a look at what’s happening in the UK) — but, if you do enjoy sport, you’ll be well looked after in the short term.
Which brings me to this week’s news that Triple M is going cricket crazy over the summer, while its soon-to-be-stablemate (regulators permitting), the Seven Network, wants to get a slice of the NRL action.
In a media release, the network says:
Triple M is primed to deliver every ball, boundary, and spine-tingling moment of the 2025–26 Ashes Series - live across the network and streaming on LiSTNR - with brand new technology set to enhance every cricket fan’s live listening experience.
The Triple M commentary lineup brings together the best in the business – a who’s who of Aussie cricket and broadcasting royalty – with a roster including James Brayshaw, Mark Taylor, Mark Howard, Greg Blewett, Brad Haddin, Mark Waugh, Merv Hughes, Matthew Hayden, Aaron Finch, Mitchell Johnson, Callum Ferguson, Jack Heverin, and Dan Ginnane. Between them, the powerhouse Aussie contingency boasts more than 500 Test caps, 1800 first-class matches, and more hours behind the mic than they’d care to admit.
Joining from the UK are international greats Sir Ian Botham, Graeme Swann, Isabelle Westbury, and the return of David ‘Bumble’ Lloyd, adding a distinctly English flavour (and some much-needed balance) to the call.
The release also mentions LiSTNR’s “premium cricket content for fans who live and breathe the game — from Willow Talk with Alyssa Healy, Adam Peacock, and Brad Haddin to The Howie Games with exclusive access to Mitch Starc and Alex Carey’s Ashes journey”.
Now that seems like a lot of expense (just on the talent). Assuming SCA (Triple M’s parent company) has done its sums properly, it will pay off in terms of listener numbers and associated advertising dollars.
Meanwhile, the NRL is making no secret of the fact that it’s looking for a new mega-multi-billion-dollar deal for broadcast rights from 2028. Nine, obviously, is keen to extend its existing deal (shared with Foxtel) so, with Seven kicking the tyres and various streaming services also interested in a share of the football pie, the NRL will almost certainly set a revenue record.
The big question is: Will a free-to-air network that spends billions in money it doesn’t actually have yet just for the rights to screen a sport be in a better position than one that sits on the sidelines?
Sure, there’s big money in sport, but there’s also a big risk in spending more than you can recoup in a “challenged” commercial environment.
With lots of other audience niches to fill, maybe the winners will be those who don’t play the game?
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Community fun!
Adelaide held its annual Christmas Pageant last weekend. It is, by all accounts, a wildly popular annual community event.
From coverage on the ABC, it reminded me of Brisbane’s late, great Warana Parade: an opportunity for people from al walks of life to come together as participants and observers of something they built together. We need that grassroots spirit here again.
And yes, I am going to keep saying that.
P.S.
Thanks to Spencer Howson for making me aware, via social media, of this episode of abilitTV, which showcases the Story Bridge Adventure Climb. You’ll never get me up there, but I’m incredibly impressed that they have made this experience accessible to wheelchair users.
Disclosure: Brett Debritz used to work in newspapers and radio, and is not a big sport fan.