As the negotiations for cricket broadcast rights enter their death throes, it appears Cricket Australia is keen to sever its relationship with Nine. Or at least turn the screw. Timing is everything.
The Sydney Morning Herald reported this morning that the board had filed a writ against its long-time partner. The suggestion is that Nine has not fulfilled its contractual obligations. The argument appears to revolve around domestic coverage.
Nine holds the right of refusal on the broadcast rights, so the move may be an attempt to bump up prices, given Network Ten's widely trailed interest. Or it may be an attempt to force Nine to show lower grade events as well as top level cricket.
However, those close to the deal were left unimpressed. “Everything has a price and a value”, said one source. “Clearly greed is coming into play”.
Cricket Australia has been criticised previously for its attempt to drive up the price of the deal given that sport is now a loss leader for networks.
Chris Mort, head of independent agency TMS, has long suggested that cricket, or at least chunks of the rights would be a good solution for any network seeking a swift turnaround. However, he said today that he would be “surprised” if Nine lost control of the main rights “but you can never say never”.
“What Nine has done for cricket has produced world class broadcasts. But at the end of the day it is a commercial decision.”
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at brendancoyne@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.