Reports have emerged that the Six Nations are considering a move away from being broadcast on free to air TV channels in the UK, once their current deal with the BBC ends in 2018. This would open up the bidding process to pay TV broadcasters Sky and BT Sport. BT Sport currently holds the rights to the Aviva Premiership and shares coverage with Sky for the European Champions Cup. In addition to its coverage of the European Champions cup Sky also has the rights to England’s Autumn Internationals & Test matches, The British & Irish Lions 2017 tour to New Zealand, the French Top 14 and shares coverage with the BBC regional channels for coverage of the Pro12. Both broadcasters would most likely jump at the chance to add the competition to their portfolio.
This would not be the first time the Six Nations has been shown on pay TV in the UK. Between 1996 and 2002 England’s home games were shown on Sky as part of a wider deal for England games before reverting to a collective agreement for rights between all countries. But would a move to pay TV be a good move for the northern hemisphere’s premier international competition?
Currently there are two different categories of events that have protected rights meaning that they cannot be exclusively shown on pay TV. Category A events must be shown live on free to air TV, however they may also be shown on pay TV. Category B events can be shown exclusively live on pay TV, on the condition there is significant secondary coverage, either a delayed repeat of the event or highlights, on free to air TV. Currently the Six Nations is a category B event, meaning the competition would be free to sell its exclusive live rights to either Sky or BT Sport provided a substantial highlights package or repeats of the games were shown on a free to air channel.
While a move to pay TV networks would no doubt lead to an increase in revenue for the Six Nations, BT Sport paid £152 million for the Aviva Premiership rights, it would also lead to a decrease in viewers too. In the autumn internationals England’s game versus New Zealand, the current World Champions, viewing peaked at 0.9 million viewers when shown by Sky Sports. In comparison England’s 2014 Six Nations fixture versus Italy, perennially one of the worst teams in the championship, reached a peak viewing audience of 4.4 million. That’s 3.3 million more people watching England play a team they have never lost to, rather than the almighty All Blacks.
This may impact more than just viewing figures, participation. Cricket in England has seen a decline in participation with many citing the lack of Cricket on free to air TV as a key factor in the decline in numbers playing the game. While it is unlikely to be a simple as that and a number of issues are undoubtedly involved the Rugby officials should take note before putting all of Rugby behind the pay TV wall. With a lack of Rugby on free to air TV, and the ever increasing cost of going to games, it may be hard to attract young people into the game.
The decision makers need to have a good look at the next television rights deal, there may be more money on the table from Sky or BT Sport, but would that deal be detrimental to the long term health of the game? Can increased investment make up for lack of people able to watch? It will be a hard decision either way and one that will possible determine the long term future of Rugby in the UK.
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