So farewell BT Sport. You came, you saw, you didn't conquer, you lost a shedload of money. TNT Sports have to be different, says JohnnyTheNic
So farewell BT Sport; you lost two billion pounds broadcasting football and couldn’t drum up an audience of over two million for any Premier League, Champions League or Europa League game that was behind a paywall. You’re handing the keys back on that huge studio complex near the Olympic Village in London at the end of the year, you’re axing shows such as that imitation of Soccer Saturday.
From being at the centre of the game when on ITV and broadcasting to eight to 12 million people – the sort of audience that still exists and was achieved for the free-to-air CL final – it was pushed out to the football margins. That said, there was a moment when they had the Saturday 5.30pm live game when they hit a groove, making a very modern show which harvested wee video clips from fans coming out of games, and Jake allowed the pundits time to expand on a topic. It worked well. Briefly it looked like it was the future. But history shows it was just a blip. Maybe it found itself stuck between the mainstream and the niche in its approach and fell between two stools.
With the next Champions League rights bidding due in the autumn, are they going to spend big to retain them? Is it worth paying at least $1.2 million for something that relatively few people are watching right now? BT Sport has proven that the more subscriptions you have to buy to watch football, the less football you’ll watch, unless you’re the sort of football obsessive who will watch Scottish Junior football on BBC Alba in Gaelic if you have to. Ahem.
BT Sport’s period as a sports broadcaster proved how hard it is to make money showing football. An industry insider once told me they believed that Sky has never made any profit from purely showing football. Obviously, they rely on it pumping up income from other areas of the business and as a marketing and virility symbol.
Why not put a camera and microphone onto the referee? Make it an opt-in feed for the viewer on the understanding we might hear some industrial language, or maybe we wouldn’t. TV is football’s paymaster, the FA and UEFA wouldn’t object.There needs to be a complete overhaul of the BT Sport punditocracy to freshen it all up and bring us new voices. There are plenty of interesting and articulate journalists and ex-pros.
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