Sky Sports and the GAA

Professor Paul Rouse delivered another scathing polemic against the GAA’s current deal to broadcast games on Sky Sports in the Examiner a week or two ago. One of the points that Rouse makes in his piece is that the Association has failed to explain why the GAA did a deal with Sky having maintained for years that it would not. But it is that much of a mystery, really?

The GAA made a deal with Sky Sports for the same reason that 99% of things happen in the world: money. The GAA wanted the money, Sky were willing to stump up. That’s why it happened.

Some of the objections to the Sky deal are centered on the idea that, by dealing with Sky, the great Irish nation is denied its birthright, the watching of Gaelic Games on television for free. But that birthright isn’t quite as clear-cut as may seem.

There was a time when only All-Ireland semi-finals and finals were shown live on TV. You got an hour’s highlights of that day’s games on the Sunday game for the rest of the Championship and that was your lot. As for the League, forget about it. So the notion of the watching of live Gaelic games on TV being part of what we are is a recent development in the long history of the Gael.

There is also the fact that games on terrestrial TV are not free. They are paid for by triptych of license fee, advertising and taxation. That’s not free. And that’s another significant question that the GAA has to wrestle with.

If the GAA cedes the point that watching Gaelic Games live on television is a birthright of the Gael,that limits the parties with whom the Association can do business in terms of selling the rights to those games. A discussion of business environment in which the Association has to deal was noticeably absent from Professor Rouse’s discussion in the Examiner.

As is, there are three terrestrial entities with whom the Association can deal. There is TG4, the best cultural fit, and the channel that were more than happy to broadcast league games, club games and ladies’ games when neither RTÉ nor TV3 would touch them without climbing into the hazmat suit first. Unfortunately, TG4 has no money relative to the other two and are therefore out of the reckoning. A pity, but a lot of things are a pity in this misfortunate world.

The demise of TV3’s coverage is the elephant in the room in all discussions of the GAA’s deal with Sky. TV3 were the first holders of Sky’s current games package, but that deal was not renewed. Why?

TV3 was (relatively) innovative in its coverage. Matt Cooper wasn’t the most thrilling of hosts but Peter Canavan and Darragh Ó Sé were able to give insights into modern football that are beyond some of RTÉ’s current analysts. Insights that were so good that Sky signed that duo up straight away.

So why didn’t the GAA renew their deal with TV3? Nobody’s ever said, but it’s reasonable to guess that they weren’t offered enough money. And that then presented the GAA with a problem.

If TV3 weren’t going to stump up then the GAA had no option but to take what RTÉ were willing to give them. And that severely limits the GAA’s options, not just in terms of money but also in terms of how they want the games to be presented.

There is a strange inclination in the Irish to settle for a fair amount of old rope from the national broadcaster. While the hurling panel can be good, RTÉ prefers to run a Punch-and-Judy show during football matches instead of the sort of half-time analysis that the people want, if not need. But if RTÉ has no competitor, there’s no way that’s going to change.

RTÉ’s coverage of Gaelic Games is lazy in the extreme. Its highlights show during the League is an edited version of the game that was live on TG4 earlier. Its innovative Sunday radio show, presented by Eoin McDevitt and Ciarán Murphy, got the chop after one summer to be replaced by some zombie horror featuring Marty Morrissey and Brenda Donaghue.

Newstalk came up with the biggest innovation in GAA broadcasting when they started doing live games with having two colour commentators, rather than one. It’s been a revelation to hear the likes of James Horan and Darragh Ó Sé discussing a game, an experience that takes adults back to their childhoods listening to adults in the car breaking down a game afterwards. RTÉ persist with Brian Carthy and Tommy “Tom” Carr. What can you say?

If the GAA do not deal with Sky than RTÉ know they have the Association over a barrel. The GAA can’t let that happen. This is a new multi-media age, and the GAA has to keep up and keep thinking outside the box. To never look past RTÉ is to become as stagnant as RTÉ themselves. With so many other obstacles existing in providing the sort of coverage the games deserve, ignoring Sky on a mistaken point of principle would be an extremely short-sighted and naïve decision.

What If Sky Are the Big Losers in the GAA Deal?

As the national debate rages about the GAA and Sky Sports, TV3 are like the dog in the night-time in the old Sherlock Holmes story. They should have barked, but they haven’t. What’s going on?

Nobody else has been shy about giving his or her two cents. The negative reaction to the deal has been viscerally emotional. A media giant, run by the worst media mogul in the world, the Dirty Digger himself, taking a slice of Erin’s heritage. Returning the felon’s cap to the fair head of Kathleen Ni Houlihan.

Op-ed pieces mourning the loss of the peasantry’s simple pleasures were written by writers who had successfully hidden their interest in Gaelic Games under a bushel until this current moment of crisis.

Worst of all were Eugene McGee and others who wept for Old Dan, living the back the mountain, the salt of the very earth, who has no truck with that blashted Sky at all. Poor Old Dan.

When Old Dan, a GAA man to his bones, opposed the opening of Croke Park to garrison games, he was told he was a backwoodsman and castigated for standing in the way of Progress-with-a-capital-P. Now Old Dan is everybody’s pal. It’s not just the sweet poitín that has Old Dan’s head spinning.

And then on the other side, there have been many reasons behind the positive reactions. Some people look forward to increased coverage. Some people believe Sky is the means by which the Gael can evangelise his games to the wider world. And some people like to see RTÉ get a puck in the snout for inflicting Pat Spillane on the nation, year after year.

And even through all this debate, not a peep from TV3, other than a column from Matt Cooper in the Sunday Times, the busiest man in show business. Nothing. Isn’t that odd?

Sky is getting an exclusive selection of runts from the GAA’s summer litter for three years. The station is known for not sparing the hype, but we’ll see what they’re made of when they’re live from Markiewicz Park on some day when the rain is sheeting in off the Atlantic, while Fermanagh and Longford do battle in Round 2 of the Qualifiers.

Here’s another odd thing to throw in the pot: generally speaking, when someone sells his or her soul, her or she tries to get a big price for it. Even the miserable Doctor Faustus did his best to ask for dinner, drinks and dancing in the moonlight with Helen of Troy herself before you-know-who turned up to take him off to the hot spot.

The GAA are saying that this deal is a slight increase in revenue from what went before. Prior to this, the idea was that Sky would sell their best bull to get a slice of the Gaelic action. That doesn’t look to be the case now. Surely Sky couldn’t have got the rights – cheap?

In his Sunday Times column, Matt Cooper remarks that the GAA made no mention of TV3’s contribution to GAA broadcasting in this deal. That’s odd too. So, let’s construct a perfectly hypothetical hypothesis.

What if Sky never expected to win the rights in the first place? What if there are currently some geezers in stripy shirts in Wapping felling like they just woke up married in Vegas, and to an Irish colleen at that?

Could it be possible that TV3 lowballed the GAA? TV3 isn’t exactly flush with cash at the moment. The press has recently run stories about the horrific prospect of the final Xposé! featuring what’s fabulous for the dole queue in 2014. Could it be that Sky won the rights by default, because a strapped-for-cash TV3 thought the GAA would never look to Sky at all?

And here’s another thing. Who says the Sky coverage will be any good? People have been talking about what a great job Sky have done on darts. They didn’t have to – darts has been established as a TV sport since the 1980s.

What made Sky was that they hired Sid Waddell, one of the greatest sports commentators of all time, to do their coverage. Now Sid himself has moved on to walk in the asphodel, will darts go down the tubes? Snooker used to be a big deal on TV once, as was showjumping. There are no guarantees.

It was nice to think that as soon as the Sky deal was brokered, the Wapping geezers immediately made their way to the Kingdom of Kerry to offer Dara Ó Cinnéide a king’s ransom to front their coverage. But when you stop and think about it, why would they bother for Saturday qualifier games?

How much do Sky spend on their NFL coverage? Not. A. Lot, as Kevin Cadle himself might. Put. It, a man who could give any RTÉ chancers who can’t quite believe their luck a run for their money.

Or how much do Sky spend in presenting their Spanish soccer? It can’t hold a candle to Channel 4’s Italian soccer coverage of twenty years ago, with the t’rrfic AC Jimbo presenting.

Sky’s rugby coverage is poor. Their coverage of the Lions was embarrassing in the summer. The Lions are a miracle, a throwback to a different age of different values in rugby. Sky never got that for a second, and just had Will Greenwood and Scott Quinnell embarrass themselves over and over again.

The Lions are a symphony; Sky covered them like they were something by Big Tom and the Mainliners. If Sky can’t get rugby, what chance they’ll get the GAA? People who are hoping for GAA Paradiso may have to think again.

Sky will be novel and worthwhile, but it won’t last. The GAA is like Guinness. You can get it all over the world, but it only tastes right at home.

Hopefully, the market will be stronger the next time broadcast rights are available because the GAA needs the money to compete against other sports (and not to just hoard it in great vaults under Croke Park, as some journalists who should know better seem to think).

In the meantime, let’s leave the final word with Seán Bán Breathnach on the Seo Spóirt. SBB said that, whatever about TV, people talking about exclusive radio rights are talking through their hats. RTÉ Raidió na Gaeltachta is entitled to broadcast every ball kicked and every sliother pucked in Ireland, so exclusivity doesn’t come into it. Ná laga a comhartha riamh.