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Sport Soccer legends propose FFA dump Foxtel for Netflix-style service

02:50  01 june  2020
02:50  01 june  2020 Source:   smh.com.au

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Some of the biggest names in soccer have urged the FFA to dump its cash-strapped broadcast partner Fox Sports and create its own production division that would Dubbed ' FFA TV' in the document, the subscription service would show Socceroos and Matildas games, the FFA Cup, state leagues and a

Netflix is a streaming service that provides on demand content (including TV shows, movies and documentaries) to Netflix subscribers for a monthly fee. Foxtel customers with an internet-connected iQ4 or iQ3 can access the Netflix app and watch Netflix content via their Foxtel set top box.

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Some of the biggest names in soccer have urged the FFA to dump its cash-strapped broadcast partner Fox Sports and create its own production division that would see Australian fans watch the game on a Netflix-style streaming service.

The proposal is part of a road map for broadcasting and revenue generation drawn up by the 'golden generation', a lobby group headed by stars from the Socceroos' most successful era including former captains Mark Viduka, Craig Moore and Lucas Neill.

Dubbed 'FFA TV' in the document, the subscription service would show Socceroos and Matildas games, the FFA Cup, state leagues and a yet-to-be-established national second division. The newly-independent A-League could choose whether to be part of the venture or pursue its own broadcast deal.

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The FFA is locked in sensitive talks with Fox Sports over whether it will see out the remaining three seasons of the A-League's near-$60 million per year broadcast deal and the A-League is exploring the possibility of taking control of its broadcast production.

The lobby group says the financial model for local soccer is broken, that the 600,000 registered juniors, amateur and semi-professional players are bankrolling much of the game in a "bottom up" system that fails to capitalise on the numbers interested in the sport and the money it could generate.

The golden generation - all of whom had successful careers in top overseas leagues - says player salaries have made the professional game in Australia too costly for the revenues it creates.

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Marketing initiatives such as the A-League's pre-pandemic proposal for more expensive visa players, to try to harness fan and media interest, will do little to build engagement, they say, and only block the pathway for development of more young local players, a route that could only be enhanced by a national second division.

The answer, says the golden generation in a paper to be released this week, is for the FFA to control all content and introduce an "over the top" (OTT) broadcast model, which would form part of the membership package for anyone who registers to play in Australia.

FFA TV would "involve bringing broadcast and digital capacity and ownership in-house through the whole of football owning - but independently operating - its own broadcast platform to cover the whole of the game using an OTT streaming service".

"It would be like football having its own Netflix with similar functionality," the paper reads.

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"Ideally, this would also include the A-League, but if the A-League clubs pursue another alternative, we are of the view that model remains viable due to other assets - a national second division, the FFA Cup, national team matches, state league competitions, national youth championships."

The message is clear: Australian soccer has a deep heritage, a wide player base (there are two million who either play or are interested in the game although less than a third are registered) and enough content to harness interest from its diverse supporter base if the A-League does not want to be part of the show.

"From the existing player registration money, a contribution of approximately $25 per person could be deployed to the in-house broadcaster to underwrite FFA TV. This could also be used to acquire the archives of the A-League, W-League, Socceroos, Matildas and the FFA Cup currently held by Fox Sports, as well as possibly the NSL held by Optus and the Seven Network," the group says.

In 2019, according to their analysis, this would have generated $13.6 million. That is a far cry from the $57.6 million currently derived from Fox Sports, but it is not so far away from the likely figure if Fox renegotiates its current deal and slashes its rights fee by between 50 and 70 percent ($17.28 million to $28.8 million) as has been speculated.

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"This is unlikely to be sufficient to cover start-up costs in full, but it would be a strong basis fora partnership with an external third party. Alternatively, state federations may wish to contribute to underwriting the establishment of FFA TV from their reserves," the paper reads.

"While FFA counts two million players, 1.4 million of these are not registered. If FFA worked towards ensuring the remaining 1.4 million participants were translated into registered players, this would equate to an annual total of $49 million at $25 per participant - more if futsal [indoor soccer] players were registered participants."

Owning its own production house would ensure soccer gets full coverage and as all registered participants would be given a subscription as part of their "playing fee", the broadcasts would "build a sense of engagement, ownership and involvement".

"The technology platform doesn't need to be invented - it already exists through various providers and it provides multiple and varied levels of commercial exploitation at national, state and local levels," the group says.

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