An interesting feature in today’s Australian newspaper looks at the arrival of ONE, and gives some good insight into why TEN settle on sport to brand its new channel.
It also says the network is looking to fill its content with “one-run” programs.
“Subscription TV is a highly repetitive model but this is not,” CEO Grant Blackley says.
“But that’s not to say if a major event happened in the middle of the night, we wouldn’t play it in the day so a larger audience can see it. But we are acquiring content on a one-run basis wherever possible.”
ONE also picked up the rights to the 2010 Commonwealth Games in Delhi in partnership with pay-TV group Foxtel but has the full suite of rights (broadcast, web, mobile, pay-TV and radio) to the 2014 Games in Glasgow.
Swimming is another key sport locked into ONE but was previously broadcast on Nine (20 per cent) and Foxtel (80 per cent).
“It’s another critical piece of content because it offers a lot of hours and appeals to a very broad age group, and we now own that for the next eight years as exclusive content,” Blackley says.
“And with the PanPacs next year we’ll move to 1500 hours of swimming over a year. And that’s just for the events we know of today. David White is working with Swimming Australia to look at extending the season wherever possible.”
Motorsport will also feature heavily, with all Formula One races broadcast live on One and replayed later on TEN, beginning with this weekend’s Grand Prix.
“As we call the race we’ll say, ‘We are now moving to the news, but for those of you who wish to stay on ONE we have an interview with Mark Webber’. So there’s unique content on ONE and strong cross-promotion,” Blackley says.
ONE also has the broadcast rights to 25 senior golf tournaments, and in cricket it has exclusive rights to the Indian Premier League for 10 years and the Twenty20 Champions League for five years.
Blackley says ONE is also in the market for more domestic and international sport content.
In terms of format, he says the channel will follow live events around the world, ensuring mid-afternoon to prime time is focused on local events as much as possible.
“So from late night to early to mid-morning that’s the European time slot, then it’s the US from morning to mid-afternoon, and from then to prime time should be Australian sports.”
He also indicated Sports Tonight remains on TEN in its current form but will also be 7pm to 7.30pm Monday to Friday on ONE.
“So if you want your sports news, you’ll have a regular destination. And on Sunday at 7.30pm we’ll have a program wrapping the weekend of sport.”
Thursday Night Live is another new program broadcast from Sydney but with commentators in each of TEN’s five state-based studios contributing via satellite.
“If it’s around the time of the Australian Tennis Open, we may have Federer in the studio talking about it and getting everyone’s opinions,” Blackley says.
Although ONE is now on digital channel 12, TEN has plans to eventually convert that into yet another new channel.
“We have a reasonably clear idea as to what channel we’d prefer to deploy on the third channel but we won’t announce it any time soon,” Blackley says.
Source: The Australian