In a recent consultation on the future of Australian Football League (AFL) live broadcasts, Dave Matthews, the league’s head of broadcasting spilled his plans. He would like to see lessening of the quarters in AFL games. Matthews is convinced that this creative shift would bring in a new audience. This is critically important in places such as Sydney, where participation in the sport has historically been difficult. Mitch Cleary reported on this proposal, stating, “I spoke to Dave Matthews in recent days, he wants the quarters in AFL matches shortened.”
The lobbying for shorter quarters has produced a wide range of responses from AFL heavyweights. Kane Cornes, a former Port player and current commentator, took up the cause. He’s convinced it would both vastly enhance the viewing experience. He emphasized that it doesn’t take much to go a long way. He was like, “What if we penalize the minor stuff, like when you don’t stop the game for a kid with a corky?” That would help.
There is skepticism about the proposal from many quarters. Leading broadcaster Craig Hutchison placed the issue in context, noting the challenge posed by networks afraid of upsetting their revenue streams based on panel ratings. He explained that broadcasters would be extremely hesitant to support any new policy that might threaten to upend their business model. It’s got no chance with the broadcasters,” he said, emphasizing the cost coast of a move.
Caroline Wilson, another powerful industry voice, echoed that sentiment, asking how the AFL would answer Matthews’ call. She added, “How do you think that went over with the AFL? I know that Fox Footy and Channel 7 are coming unglued.” Her comments underscored a concern shared by most stakeholders we heard from that making shorter matches happen just is logistically impossible.
As explained by Mitch Cleary, Matthews had a plan. He noted that Matthews’ main point is that Sydney is trying to bring in different audiences to the games. Shifting attention to growing the audience will create productive competition and debate between league executives and owners. They’ll be working on real ideas for modifying the game structure itself.
The AFL have been contacted for comments on Matthews’ proposal but an official response has so far not been forthcoming. As negotiations continue to play out, improving the viewer experience will be a key component of success. Meanwhile, ensuring commercial viability will be key in determining the long-term future of AFL match formats.
