In a "ground-breaking deal for sports broadcasting, Channel Ten has effectively been paid -- by Netball Australia's sponsors -- to put broadcasts of the sport on free-to-air television," according to Jake Niall of the SYDNEY MORNING HERALD. Ten "struck a two-year deal to broadcast netball's national competition on the network's free digital channel One, and rather than paying for rights, Ten has not paid a cent." Indeed, it has been guaranteed "not insignificant" money from the sport's sponsors, such as ANZ Bank. Under the innovative deal -- which Netball Australia considers essential to ensure that it keeps a strong free-to-air TV presence -- Netball Australia also "is solely responsible for the broadcast, employing Eddie McGuire's company, McGuire Media, to produce the weekly telecast during the season." Ten, thus, has no costs at all -- it merely "has to give up air space, broadcasting national league games from noon until 2pm on Sundays and is guaranteed a profit from its broadcasts already." The deal "is viewed by some within the television industry as a portent of the future," in which second- and third-tier national sports -- essentially those outside of Australian Football League, National Rugby League and cricket -- battle to get the exposure on free-to-air TV that allows their sports to grow larger audiences and interest (SMH, 2/26).
