Setanta appeases England fans with last minute free-to-view move

by Daniel Farey-Jones, Brand Republic 11-Sep-08, 09:05

LONDON - After declining to sell last night's Croatia vs England highlights to BBC or ITV, Setanta made them free to view on its Setanta 1 channel on Freeview, but the digital channel denied itself a deal worth at least £500,000 and fans the chance of seeing Theo Walcott's three goals in England's 4-1 victory.

Due to the lateness of the teatime announcement by the Irish pay-TV broadcaster, many fans are unlikely to have realised they could tune in to Setanta 1 to watch the home nation match highlights from 10.45pm, although it is likely to have deliberately delayed the move so as not to dampen sign-ups for its paid-for package, giving viewers the ability to watch the game live.

The highlights were also streamed at the same time on Setanta's website in exchange for registering your name and email address.

Having paid £5m for the rights to the match, Setanta attempted to sell the highlights package to the BBC and ITV.

It is believed to have wanted £1m, but negotiations broke down with it accusing the terrestrial broadcasters of making low-ball offers.

ITV doubled its bid at the eleventh hour to £500,000 without success, while the BBC is believed to have limited itself to a £200,000 bid.

Trevor East, director of sport at Setanta, said: "We always intended to make highlights available, and were disappointed that we were unable to reach agreement with any of the terrestrial broadcasters.

"This was not due to any lack of willingness on our part. We have been able to strike highlights deals in Wales and Northern Ireland.

"Unfortunately, none of the terrestrial broadcasters who expressed an interest in the England game offered us a fair market price."

The lack of free live TV coverage of the game, which England won 4-1, drove some fans to the BBC Radio Five Live coverage -- which was backed by its digital TV red button graphics service, live text commentary offered by newspaper websites, and sites offering illegally decoded TV pictures.

Setanta has the rights to all of England's away matches in the World Cup qualifying campaign, and the next one is against Belarus on October 15.

Comments

Tom Barker - 11/09/2008

Tossers. I had to listen to it on the radio.

Mark Johnson - 11/09/2008

I hope they go bust. I hope the government passes a law insisting that all national sport is available on a pay-per-view basis, at the very least. I have Sky, and I hate the brand all the more for having it. They have captured my cash, not my loyalty. Mark Johnson, researcher, planner @ www.manwith3heads.com