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(PIC: Metro)
Following the removal of Sky Sports News from Freeview,there is no dedicated sports channel on Free to Air television in the UK. SinceSky arrived on the British broadcasting scene over twenty years ago, sport ontelevision has experienced unprecedented expansion through the arrival ofsatellite television and dedicated sports networks. While sports that had neverhad much air time previously have benefited from this trend, more and moresporting events have been removed from FTA and placed behind a pay wall.
While Premier League football is the classic example ofsport being used to attract subscribers, most sports and leagues have dealswith Sky, ESPN or Eurosport. England home tests, which were broadcast on theBBC and later Channel Four, were removed from FTA in 2006 as part of a newbroadcast deal between Sky and the ECB. This is but one recent example of agoverning body seeking to maximise revenue from broadcasters eager to pay morefor sports to strengthen the lure of their subscriptions. Premiership Rugby andSuper League had already been on pay TV for many years and it is possible thatthe only major sport that it is possible to view comprehensively on FTA isFormula One, which is now one of the pillars of the BBC’s ever dwindlingportfolio.
The movement of these mainstream sports to subscriptiontelevision has been followed by many niche sports. Only two years ago, ChannelFive’s late night schedule offered the insomniac viewer a variety of Americansports including American football, baseball, basketball and ice hockey. Coverageof these sports was cut as five sought to reduce expenditure in the currentmedia climate. While the cost of the rights was relatively low, the studioproduction costs were unjustifiable given the limited audience and advertisingrevenue available in the small hours. While Channel Four and ESPN have pickedup the NFL games that were on five, the NHL and MLB are now exclusive to ESPNAmerica, who provide no studio production to accompany the American feed.
While the BBC continue to show many of the ‘crown jewel’sporting events such as Wimbledon, The Open and the Olympics, it has recentlylost exclusive rights to the US Masters to Sky Sports and the World AthleticsChampionships to Channel Four. The BBC does provide a substantial amount ofsporting programming and its coverage is second to none but the loss of suchimportant events is worrying. ITV 1’s sports strategy has shifted in recentyears with its resources allocated to showing blue chip events such as the UEFAChampions League, the FA Cup and England internationals. It infers that ITVbelieve that football is the only sport that merits the increased cost ofsecuring television rights, although it has extended its deal with the IRB toshow the Rugby World Cup.
The UK is seen as one of the biggest pay TV markets in theworld and broadcasters are keen to exploit that as viewers are willing to payfor premium content, chiefly sport. In the US, the market is different as mostpremium sports channels cater for a specific audience such as local sportsteams or niche sports such as football or cricket. While ESPN isn’t strictlyfree as it does require a basic cable subscription, the cost is minimal and themain networks such as ABC, NBC, CBS and FOX all show a variety of NFL, MLB, NHLand NBA action. In many countries across Europe, Eurosport is part of basicpackages, while in Germany it is joined by Sport 1 which shows a variety ofsport such as Moto GP, Bundesliga programming and even Premier Leaguehighlights.
The closest example that the UK has is ITV4 which hassteadily built up a substantial portfolio of sporting rights. It broadcastslive UEFA Europa League football as well as programming from ITV’s otherfootball properties, live coverage of the Tour de France and the BritishTouring Car Championships. In addition to this it provided the first FTAcricket coverage in five years when it showed the 2010 Indian Premier Leagueand gave rugby union a Match of the Day style round up with its Premiershiphighlights which were joined this season by highlights from the Heineken andChallenge Cups. While many have criticised ITV’s sports coverage in the past,most notably when
their HD channel missed England’s goal against the USA in theWorld Cup, its commitment to FTA sports should be commended.
We will probably never see Premier League football or eventest cricket back on FTA television, but there remains the hope that one day wewill be able to have a service similar to ESPN or Eurosport. The BBC haverepeatedly rejected the possibility that they could create such a channel,arguing that the current red button service is effectively a sports channelwhile others believe that the boat has been missed. Given that sport remains one of the few unifyingevents in an increasingly fragmented media market (programmes like the X Factorbeing another example), many sports could benefit from the increased exposurerather than the money that pay TV companies are willing to give them. Sportssuch as snooker increased in popularity because of coverage on television inthe 70s and 80s and it is no coincidence that the organisers of
Power Snooker,which aims to imitate the success of Twenty20 cricket and rejuvenate interestin the sport, have signed a deal with ITV4 to show the inaugural event thisweekend.