How Nine Entertainment turned TV’s summer of sport on its head

Original article by Max Mason
The Australian Financial Review – Page: 31 : 7-May-18

There were a number of compelling reasons for Nine Entertainment Company to drop its cricket coverage in favour of a six-year deal to broadcast the Australian Open. Tennis is a better fit for Nine’s audience demographic, while the broadcasting rights and production costs are substantially lower. Timing also played a role; Nine commenced talks with Tennis Australia on 14 March, after Seven West Media’s exclusive negotiating period had expired. Meanwhile, Cricket Australia had issued its tender documents for broadcasting rights in early March, with bids to submitted by 19 March. Nine CEO Hugh Marks had hoped to finalise a deal with Cricket Australia by October 2017, and he says the delay allowed Nine to make the decision to switch from cricket to tennis.

CORPORATES
NINE ENTERTAINMENT COMPANY HOLDINGS LIMITED – ASX NEC, NINE NETWORK AUSTRALIA LIMITED, AUSTRALIAN OPEN TENNIS, TENNIS AUSTRALIA, CRICKET AUSTRALIA, SEVEN WEST MEDIA LIMITED – ASX SWM, SEVEN NETWORK LIMITED, TEN NETWORK HOLDINGS LIMITED, FOX SPORTS AUSTRALIA PTY LTD, NEWS CORP AUSTRALIA PTY LTD, NEWS CORPORATION – ASX NWS, AUSTRALIAN SECURITIES AND INVESTMENTS COMMISSION

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