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I have read with interest the article by Caroline Wilson in the Age(real footy site) of 2 December "Football without 7 is frightening" and must say how wrong she was when discussing Channel 7's handling of AFL football in the northern States. From her location in Melbourne its impossible for her to know how Channel 7 has failed its investors and the AFL in the northern States. Channel 7 in Sydney and Brisbane is a ship without a rudder, left to flounder in the ineptitude of its parochial management team.
I have had the opportunity to discuss Channel 7 programming in Brisbane with these managers on many occasions. I have asked, queried, argued and complained about AFL coverage. On each occasion I have been told that "no-one in Brisbane cares about AFL football" and that Channel 7 Brisbane makes their own decisions on coverage, no matter what the AFL or Channel 7 senior management states and the large investment it has made. Perhaps that explains why they never win the ratings in Brisbane.
Now for the 20,000 Brisbane Lions members and other AFL followers in Brisbane it comes as a bit of a shock to say we're not interested in watching AFL football. Channel 7 Brisbane prefers to play a 15 year old movie and show an abbreviated match at 1.45am than give a live telecast. An abbreviated telecast which I must say jumps from play to play with no explanation. I have watched AFL football for over 40 years and I get lost and annoyed with this coverage so how would it help promote the product or grow the market.
When I queried the late hour of the AFL broadcasts with Channel 7 Brisbane executives I was told "no-one watches it at that time of night so why would we move it forward". I have also pointed out that the 11pm time slot would still give them their re-run of a Friday night movie I received a similiar response.
The purchase of the football broadcast rights is a large investment for any broadcasting organisation. As a manager I would want to see my company dedicated to making that investment earn large rewards around the country. The team at Channel 7 Sydney and in Brisbane have shown by their actions to date that they don't agree with that premise.
A company with exclusive rights to a product throughout Australia and which achieves targets in Victoria, South Australia, Western Australia, Tasmania and the Northern Territory needs to look at the non-productive States. Demonstrated demand, loyal users and other Companies clamoring for cross promotion means that the marketing promotion and decision making of those States needs to be addressed.
Perhaps they don't know how to grow a market, promote the product, or capitalise on their market differentiation. That is Mr Stokes concern and its too late after you lose the rights to sell that product to say that we should have done something about it. Channel 10 has shown how to grow and market basketball. It's a pity that the Channel 7 management team didn't try to learn from their competitors.
If I was a Channel 7 investor I would demand a new management team and some strong action in the Sydney and Brisbane stations. Better management combined with promotion and marketing would mean better returns and happier investors but that doesn't matter to the executives in Channel 7 Brisbane. Perhaps it's time that it should.
I'm sure that when Channel 9 bids for the cricket broadcast rights they commit their whole organisation to showing the cricket. The Brisbane and Sydney market relays aren't left to make their own decisions on what is going to be shown. Why would you pay a premium for the rights to broadcast Australia wide and then not try and capitalise on it.
Now in the Northern States not all homes in the metropolitan areas have access to Optus. Furthermore there is no future Optus cable being strung or laid in the suburbs for increased coverage. Therefore we only have free to air TV to provide AFL coverage and Channel 7 has already failed to deliver.
Bring on Channel 9 and Foxtel we can't be any worse off.
I have had the opportunity to discuss Channel 7 programming in Brisbane with these managers on many occasions. I have asked, queried, argued and complained about AFL coverage. On each occasion I have been told that "no-one in Brisbane cares about AFL football" and that Channel 7 Brisbane makes their own decisions on coverage, no matter what the AFL or Channel 7 senior management states and the large investment it has made. Perhaps that explains why they never win the ratings in Brisbane.
Now for the 20,000 Brisbane Lions members and other AFL followers in Brisbane it comes as a bit of a shock to say we're not interested in watching AFL football. Channel 7 Brisbane prefers to play a 15 year old movie and show an abbreviated match at 1.45am than give a live telecast. An abbreviated telecast which I must say jumps from play to play with no explanation. I have watched AFL football for over 40 years and I get lost and annoyed with this coverage so how would it help promote the product or grow the market.
When I queried the late hour of the AFL broadcasts with Channel 7 Brisbane executives I was told "no-one watches it at that time of night so why would we move it forward". I have also pointed out that the 11pm time slot would still give them their re-run of a Friday night movie I received a similiar response.
The purchase of the football broadcast rights is a large investment for any broadcasting organisation. As a manager I would want to see my company dedicated to making that investment earn large rewards around the country. The team at Channel 7 Sydney and in Brisbane have shown by their actions to date that they don't agree with that premise.
A company with exclusive rights to a product throughout Australia and which achieves targets in Victoria, South Australia, Western Australia, Tasmania and the Northern Territory needs to look at the non-productive States. Demonstrated demand, loyal users and other Companies clamoring for cross promotion means that the marketing promotion and decision making of those States needs to be addressed.
Perhaps they don't know how to grow a market, promote the product, or capitalise on their market differentiation. That is Mr Stokes concern and its too late after you lose the rights to sell that product to say that we should have done something about it. Channel 10 has shown how to grow and market basketball. It's a pity that the Channel 7 management team didn't try to learn from their competitors.
If I was a Channel 7 investor I would demand a new management team and some strong action in the Sydney and Brisbane stations. Better management combined with promotion and marketing would mean better returns and happier investors but that doesn't matter to the executives in Channel 7 Brisbane. Perhaps it's time that it should.
I'm sure that when Channel 9 bids for the cricket broadcast rights they commit their whole organisation to showing the cricket. The Brisbane and Sydney market relays aren't left to make their own decisions on what is going to be shown. Why would you pay a premium for the rights to broadcast Australia wide and then not try and capitalise on it.
Now in the Northern States not all homes in the metropolitan areas have access to Optus. Furthermore there is no future Optus cable being strung or laid in the suburbs for increased coverage. Therefore we only have free to air TV to provide AFL coverage and Channel 7 has already failed to deliver.
Bring on Channel 9 and Foxtel we can't be any worse off.