Seven, TEN, ABC and SBS are forced to stick to strict rules if they want to show Olympics footage.
As non-rights broadcasters they are allowed limited footage of sporting events, curtailing both the amount of footage and the frequency which with they can be played.
It’s know as the “3 x 3 x 3 rule.” It allows for 3 minutes in a program, separated by 3 hours, 3 times a day.
They are enforced to ensure Nine and Foxtel enjoy use of the rights for which they have paid handsomely.
That means a network such as Seven can broadcast 3 minutes during Sunrise, but that would preclude them from repeating it in The Morning Show. Footage used for the 6pm News rules out Today Tonight making any use of any content. Similarly, TEN News and The Project couldn’t both play footage nor ABC’s 7pm News and 7:30.
That also means networks must not screen Olympic footage from international broadcasters, such as via NBC Today show, which falls under NBC’s rights. Seven is currently not screening the show as a result.
There are also further rules on the use of material.
Networks cannot show more than 1/3 or 30 seconds of any event. Material can’t be broadcast before Nine or Foxtel and it can’t be used more than 48 hours after it has occurred. Press conferences are allowed but only on a 30 minute delay.
Networks must also give on-screen credits to Nine or Foxtel via their watermark and must be devoid of any advertising. Olympic material also can’t be used in promos or News Updates.
Online footage is subject to similar limitations.
The rules took effect on July 16 and apply until August 15.