Nine, Telstra Stitch Up Games 3g Deal

Sydney Morning Herald

Thursday February 2, 2006

Paul McIntyre Marketing Editor

NETWORK Nine and Telstra are weeks away from finalising a groundbreaking online and mobile content deal with the Melbourne 2006 Commonwealth Games.

The television broadcaster's coverage will be streamed live to BigPond broadband customers and up to six mobile phone TV "channels" launched on Telstra's 3G network.

The move pits Telstra and Nine against sister company Foxtel, which is launching a line-up of dedicated TV channels and its own electronic program guide for the event, which starts on March 15.

Fox Sports acquired the pay TV rights from Nine and has been promoting its Commonwealth Games package for about a month. Nine paid $50 million for the broadcast rights to the Games.

Games general manager, sales and commercial, Ty Speer, confirmed broadband and mobile deals were being discussed but he would not confirm Telstra's role.

"We absolutely intend to have delivery of the Games via broadband and mobile networks," Mr Speer said. "There's been nothing like it ever before with the Commonwealth Games. We are pushing the boundaries of any new media sports event."

Telstra confirmed it would offer coverage to BigPond broadband and 3G customers but would not elaborate on the proposed content.

It has been suggested Telstra's Games coverage might follow the pattern of the cricket packages on its 3G network, which allow customers to choose a comprehensive subscription deal or pay for individual items such as highlights.

An industry executive familiar with the negotiations said Telstra might offer event highlights and video bundles featuring specific athletes such as swimmer Ian Thorpe.

"Yes, we are in discussions with Nine about the delivery of Commonwealth Games content to our internet and mobile phone customers," said Telstra's spokesman for the Games, Patrick O'Beirne.

"The way we're doing that is still being worked out."

Telstra, which is also the official telecommunications sponsor for the Games, is expected to market its content offer to the public later this month although it is unclear how important the company sees its coverage as a lure for new 3G and BigPond subscribers.

There is also speculation Telstra will tailor its Games content to other mobile phone platforms such as 2.5G, GSM and CDMA but Mr O'Beirne would not comment on that.

Questions have also been raised about Telstra's exclusivity arrangements with Nine for mobile and internet content, a point Mr O'Beirne acknowledged.

"There's been no decision made on that," he said.

Ninemsn said it would have no video content on its site other than snippets from National Nine News although it would carry detailed results analysis and blogs from Nine journalists.

"We won't be streaming Nine's coverage," a representative said.

"Obviously the online rights are with BigPond so our package is complementary with Nine."

© 2006 Sydney Morning Herald

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