DOUBLE JEOPARDY FOR SETANTA (From Halesowen News)

DOUBLE JEOPARDY FOR SETANTA

7:56pm Wednesday 24th June 2009

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It would appear in the modern age the prospect of paying for certain TV sports coverage is now accepted, well by most people anyway. The success of Rupert Murdoch’s BSkyB organisation is testament to this. Having identified the under selling of football on TV for years, the Aussie moguls execution of his plan to revolutionise coverage of the game has been almost faultless, if you discount the fireworks and cheerleaders of the early nineties. Many other media organisations have looked on with envy to such an extent that a number have attempted to hitch a ride on the coat tails of Sky have ended up in glorious failure and financial crisis.

The latest of these saw Setanta UK go off air earlier this week. Taking advantage of the EU anti monopoly ruling that meant a certain number of top flight football matches had to be screened by a broadcaster other than Sky, the Irish based firm bid for, and subsequently won the rights to show Premier League football. In tandem with this the successful securing of the games package, Setanta also won the rights for Scottish and Conference Football, the FA Cup and selected England Internationals and alongside other sports such as US Golf and top class boxing it looked like an attractive package to the avid sports fan. The icing on the cake was the option to pay monthly rather than take out a contract. What could possibly go wrong?

Well, one major point passed the bosses of Setanta by. The same issue saw off Pay-Per-View football in this country. People won’t pay twice for the same product. The target audience for Setanta would, more often than not, already subscribe to Sky so would be reluctant to fork out again. I was certainly in this bracket and so were many people I know. It would seem most would have one or the other, and as Sky were the respected, long standing broadcaster and had first choice of Premier League games it was no contest. Further demonstration of this could be seen in the introduction of a rolling news service. Setanta Sports News proved that imitation is the sincerest from of flattery and that’s all it was, imitation. With less funding, this rival to Sky never stood a chance, although free to air, how many people would turn to the long established Sky Sports service for their breaking news. The only premises’ that appeared to take both Premier League favoured broadcasters were public houses and it was here where the non-purchasers of Setanta regularly viewed the channel. It’s not that the quality of the output was flawed Either. If not in the Sky/BBC bracket when covering Football, Setanta was no ITV and secured decent commentators if not pundits. But unfortunately money talks and there was just not enough coming into the coffers to keep the new kid on the block afloat. Setanta continues to thrive in the US and in Eire where it’s coverage of Gaelic games is second only to RTE, and this has been by far the most marketable product as far as the UK is concerned. Set anta’s initial success was selling to Irish themed pubs and clubs back in the 1990’s.

ESPN have now secured the rights surrendered so meekly by Set anta, but they face the same quandary. How to sell them to an already paying audience. It will be intriguing to see how this pans out but don’t be surprised to see second choice Premier League games on free-to-air in the not too distant future.

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Much was made of Tony Mowbray’s footballing principals last year as WBA were relegated from the Premier League. It’s a pity he wasn’t principled enough to stay loyal to the Baggies when Celtic came calling, particularly after requesting that the players honour their contracts.

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With Wimbledon well under way, now ironic that after all the hyperbole over the new Centre Court roof, the weather has dictated that it has stood idle for the Championships so far.

Richard Nevin .

Listen to Richard Nevin every week on the Friday Sports Forum between 7 and 9pm on 102.5 The Bridge and on Beacon Radio’s 442, the post match football show with a difference, every Saturday from 5.

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