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Home / Sport / League / NRL

Dylan Cleaver: Less is more - NFL's lesson for us

Dylan Cleaver
By Dylan Cleaver
Sports Editor at Large·NZ Herald·
23 Dec, 2014 08:30 PM4 mins to read

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Touchdown for the Seattle Seahawks over the Philadelphia Eagles ... and it was there for the TV viewers. Photo / AP

Touchdown for the Seattle Seahawks over the Philadelphia Eagles ... and it was there for the TV viewers. Photo / AP

Dylan Cleaver
Opinion by Dylan CleaverLearn more
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American football’s TV broadcasts show how carefully tailored all-action coverage keeps everyone happy.

The small but perfectly formed NFL season is a classic example of how to turn less into more. Much more. It's a lesson some of our major sports codes would do well to imitate.

Exhibit A is there for you to watch weekly. It's a Monday morning ritual: get into work, flick on the goggle-box, catch up with the latest from the NFL RedZone.

I am no American football nut, but this is sports telly at its most beguiling. The action dances from venue to venue depending on the game situation.

You get all the good bits, none of the faffing around, and it's seamlessly overseen from a control room in New York.

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All the time, their experts ensure you get the big picture - the playoff implications, the major injuries, the star performers. It's non-stop highlights and information.

And it has got got me thinking: there are two competitions down this way that could really use the RedZone treatment - the NRL and the ITM Cup.

Granted, we are talking vastly different economies of scale. When I last counted, there were 316.1 million people living in the United States and while baseball might be the national pastime, football (the American kind) is their passion.

New Zealand's 4.47 million folk are the equivalent of, say, Los Angeles. Likewise, the combined population of New South Wales and Queensland, the only two states in the sunburnt country remotely interested in league, is slightly more than 12 million.

So the NFL, which runs its own television network, has a vastly bigger potential audience to tap into.

But the reason the NRL and ITM Cup should move to a RedZone format is less to do with demographics and more to do with content and season structure.

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The NFL does not screen every game live and uninterrupted. It could, but doesn't. Instead it has the major networks scrapping over primetime slots - Sunday and Monday night games and the less popular Thursday night slot - during the regular season, and the all-important playoffs and Super Bowl.

By doing this, the NFL has created a hyper-competitive rights market.

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Even taking into account the differences in potential audience, what New Zealand broadcaster in its right mind, apart from Sky, has any interest in screening every NRL and every ITM Cup game live?

Even Sky, which has the platform and the capacity, has lately baulked at the NRL's asking prices and you can hardly blame it - there are only so many people who can stomach the thought of losing three hours of their life watching the Gold Coast Titans play the Cronulla Sharks live, followed by Newcastle Knights v Canberra Raiders.

Same with just about every ITM Cup game not involving Taranaki.

But if you were to offer one marquee NRL game on a Friday and Saturday, and the rest played on Sunday afternoon with slightly staggered starts, you would have a compelling television package.

Same with the ITM Cup, except make it Thursday, Friday and a RedZone-type package on a Saturday afternoon.

There would be strong arguments made as to why this couldn't happen, including the prohibitive costs of having outside broadcasts at all these venues without the payoff of live uninterrupted coverage.

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But networks are going to have to get clever and start thinking like this: their audiences are becoming increasingly mobile.

Sky, or Coliseum, or whoever, could then shear off the games individually and use them as full replays during midweek, when they need that filler material. But the live packages have to be sharper.

The other spin-off to this less-live-matches-is-more approach is that it should get more people to the grounds.

You only have to look at the Big Bash in comparison to our Super Smash, to realise that a sport is immeasurably more attractive when there are bums on seats. Canned atmosphere doesn't cut the mustard.

The NFL makes slightly more than US$9 billion a year. It wants to turn that figure into $25 billion by 2027.

The reason it can do it this is because it always leaves the stakeholders - the fans and sponsors - wanting more.

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That's not something league and rugby bosses can, with a straight face, claim.

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