The Nine network is looking to justify forking out more than $450 million in a new TV deal with Cricket Australia by seeking more control over the scheduling of matches and in-game advertising.
Speaking to The Australian, Nine Entertainment Co CEO Hugh Marks said he would think twice about paying record amounts for sports rights – which he believes are becoming unsustainable in terms of value – unless sporting bodies gave more control to the media networks who hold them.
“We as a business are focused on content where we can control the rights, exploit the windows, integrate advertising into the whole proposition and influence the scheduling,” he said.
“But the problem with a lot of sport is that the more we go into that world, sport doesn’t often meet all those criteria. There has to be some rationality in the market for rights to reflect the fact that, yes, it is great content, but at the same time, we can’t keep bidding up to a point where we become an unprofitable business.”
Despite voicing Nine’s intentions to nab the Big Bash League from rival Ten to add to its roster of cricket rights (which encompasses international Tests and one-dayers) when the rights come up for renegotiation next year, Marks said the network has to be financially responsible for its shareholders in the way it approaches this.
“We have to ensure that we are doing that on a basis on which we can make a return,” he told The Australian.
“Cricket Australia also wants to be dealing with profitable businesses. They want great competition in the market, but if rights keep bidding up, their options will become more limited.”
Marks added that a partnership with Fox Sports to claim the cricket rights was “possible”.
“I wouldn’t rule anything in or out. Who could a partner be? It could be anybody. We are open to all options and not closed to any,” he told The Australian.
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets Meta said it will not enter negotiations to extend a deal to pay with Australian media companies for the news that appears on its platform. Michael […]
Google’s position on funding Aussie journalism hasn’t changed as Meta reveals it plans to walk from future news content deals. Google has confirmed that it will not abandon news content deals with publishers, and has even been renegotiating ones that have nearly expired. Today, Meta said it will not enter negotiations to extend content deals […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.