Sir, – Malachy Clerkin reflected on TV3's decision last weekend to show only part of the (live) sequence where Paul O'Connell was stretchered off the pitch during the half-time break ("TV3 takes a long ad break – and we miss a pivotal moment in Irish rugby history", October 14th). TV3 lingered on the sad O'Connell images and I'm not so sure I agree that RTÉ would have done it much differently but there is a bigger point that is worth reflecting upon. If you wish to separate sport and TV coverage from the important commercial partnerships that underpin a tournament like this then you should also understand the cost.
The RWC is the main vehicle for world rugby to finance the game at every level over the following four years. It has been very successful in developing the tournament, in bringing in commercial and broadcast partners and in selling tickets and hospitality opportunities for the 48 matches. It has also developed the match day running orders to offer opportunities for their worldwide partners to advertise just before kick-off, immediately following the anthems and at half-time. No commercial broadcaster can afford to refuse these opportunities. The revenue generated ultimately all goes back into the development of the game.
TV3’s record audiences over the last few weekends follow the extraordinary performances of the Irish team and management. But TV3’s successful audience figures are also a consequence of TV3’s unprecedented commitment to Rugby World Cup 2015 in terms of airtime and cash. TV3 has so far broadcast 40 live matches over the opening 3½ weeks with more than 110 hours of rugby so far on free-to-air television. No Irish terrestrial broadcaster has ever embraced RWC in such a wholehearted way. RTÉ broadcast 13 matches live in 2011.
Malachy’s estimates of TV3’s rights fees and revenues are incorrect. Nor will TV3 make a big profit on the RWC transaction. Notwithstanding the bountiful viewing figures so far, investing in television sport is a high-risk and narrow-margin business, especially in a small market like Ireland. TV3’s risk was that the audiences would stay away, reluctant to adjust to different commercial break frequencies and a different type of studio presentation and that the TV3 losses would be substantial. Malachy gently laments the absence of an agent provocateur in the TV3 studio. The RTÉ model is admirable and longstanding but it’s not for everyone and we made a decision to try a different approach.
The real winner this autumn is the licence-payer. TV3’s coverage of Rugby World Cup costs the Irish viewer nothing!
RTÉ remains free to spend its public revenues on other programmes yet the Irish viewer for the first time gets to see every single RWC kick, pass, tackle and try in all 48 matches on free-to-air Irish television. And all of the TV3 advertising money goes back into the game of rugby. – Yours, etc,
NIALL COGLEY,
Director of Broadcasting,
TV3, Dublin 24.