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Italy Moves the Digital Goalposts

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Italy Moves the Digital Goalposts TV rights for football A new decree by the Italian government could have international repercussions for the negotiation and sale of TV rights to show footbal on TV in the digital TV era - and football is a great driver of viewer take- up. So all the digital delivery platforms, old and new, need to take note. Italy moves the digital goalposts By Frank Dunne he Italian government's decree forcing clubs per cent of the market, is not replicated in an alI-dig- Tfrom the top two football divisions, Serie A and ital environment. Serie B, to sell their media rights collectively through the football league, Lega Calcio, will become law in The illusion of competition early 2008. It removes the clubs' freedom to sell the media rights to their home games, a freedom they The television rights to football might appear a curi- won in 1999. The government claims that it will bring ous starting point in this battie, for two reasons. greater competitive balance to a football champion- First, the live rights to domestic championships have ship which has increasingly been dominated by become, almost universally, a pay-television product three clubs: Juventus, Internazionale and AC Milan. rather than a free-to-air product, and the pay-televi- But an obvious question arises: With all of the eco- sion market looks relatively healthy. Second, the nomic and social problems facing Italy, can tinker- way media rights have been marketed by the clubs ing with the football league really be a government since 1999 looks, at face value, like a regulator's priority? The real target of the law is not football, of dream. course, but a television market which has for years has been duopolistic, com- Live Serie A games are placent and collusive. available non-exclusively on a variety of technol- Three-pronged reform ogy platforms: digital satellite (Sky Italia), dig- The government claims ital terrestrial (Mediaset that the new central selling Premium, Telecom Italia's arrangements will make Ita- La7 Cartapiu), fibre optic ly's television market more (Fastweb) and broadband transparent and more effi- internet (Telecom's Alice cient. The collective-selling portal). Consumers can law is part of a three-pronged choose where to see the reform, with the other two games so operators are objectives being: forced to compete on price and quality. (1) to create the conditions for a competitive Look behind the delivery television market after the switch from analogue tel- systems at the rights-acquisition deals, however, evision to digital, planned for 2012, and and what looks like a healthy and competitive mar- ket has been cornered by just two operators. Of (2) to remove the conflict of interest of former prime the 20 clubs in Serie A, 17 have signed contracts minister, Silvio Berlusconi, who owns the country's selling all of their media rights to either Mediaset or largest commercial broadcaster, Mediaset. Telecom Italia. The two companies then sub-license the rights they do not use to other platforms. Such Italy's antitrust authority, the Autorita Garante della "gatekeeper" deals - which enable powerful media Concorrenza e del Mercato, has long complained groups to dominate the market, and even influence that the country's television market is "characterised the development of technologies which they do not by a high level of concentration, with high barriers possess - have become the target of regulators at to entry, which has no parallel anywhere in Europe". both national and European level. The government's priority is to ensure that the duopoly which exists in free-to-air television, where Uefa's practice of selling all Champions League Mediaset and state broadcaster Rai control over 90 media rights in each territory to a single licensee www.iicom.org Dec 2007 Volume 35 Number 5 13 TV rights for football was what spurred the European Commission would merely have to meet the league's reserve to investigate the competition and force Uefa to price to win the rights. revamp its sales policy. The commission also struck down the similar, exclusive sales strategies of Eng- From a pure money-making angle, the ideal sce- land's Premier League and Germany's Bundesliga. nario for the league would be to draw Sky, Mediaset The new Italian law is modelled very tightly on the and Telecom into a three-way bidding war for exclu- principles established in these three cases. sive rights. Murdoch's British Sky Broadcasting built a dominant position in the UK by acquiring exclusive The new law will take effect from the 2010-2011 live rights to the Premier League from 1992 to 2007. season, once the existing, individually-negotiated Murdoch tried, and failed, to do the same thing deals, have expired. The cornerstones of the law in Italy in 1999 with his nascent satellite platform are: Stream, which later merged with Vivendi's rival plat- form Telepiu to create Sky. But under the new law, • rights deals can last no longer than three years, buying all rights exclusively is not an option. with no renewal options; Which OTT platform will survive? • no single operator can acquire all the rights; In either scenario - with the rights bundled or sold • no operator can acquire rights for a technology it separately by delivery system - there has to be a doesn't possess; question mark over the long-term survival of all of the country's digital-terrestrial platforms. • rights must be sold in a transparent process open to all interested operators. Italy has four digital-terrestrial operators: Rai, Media- set, Telecom Italia and a joint venture of French Bundling or selling by technology? commercial broadcaster TF1 and businessman Tarak Ben Ammar. Mediaset and Telecom have One of the big questions facing the league as it pre- opted for the same business model, which combines pares to sell the rights collectively for the first time a bouquet of free channels with premium content in over a decade is whether it should 'bundle' the - mainly football and films - in pay-per-view. rights, that is, to make no distinction between deliv- If either were to lose out on ery systems when selling. live Serie A rights, they would This would mean, for risk closure. Football is by example, that a satellite far the biggest driver of digital operator could bid against terrestrial pay-television serv- a digital terrestrial plat- ices, accounting for between form for the same pack- 80 per cent and 90 per cent age of live rights. The of the pay-television income alternative is to sell rights of Mediaset and Telecom. separately by technology platform. Both companies have been aware for some time that Selling rights by technol- their pay-television opera- ogy could generate com- tions are vulnerable to their petition within emerging dependence on football and media markets such as digital terrestrial television, have been investing to broaden their appeal with IPTV and mobile phone. If there was only one more family-orientated content in an attempt to grow package of live rights for digital terrestrial television, their base beyond hardcore football fans. It may for example, Mediaset and Telecom would have to prove to be too little too late for one of them. bid aggressively against each other, forcing up the price. Football rights values still rising However, unless there was a surprise new entry into In 2007-08, Serie A clubs will earn around €730 mil- the satellite market in the next two years, such a lion for their media rights. This compares unfavour- strategy would probably make little sense. It would ably with the top league in England (€986 million) not work for the technology providing most of Ital- but favourably with France (€654 million), Germany ian football's money. Sky Italia, owned by Rupert (€413 million) and Spain (around €400 million). Murdoch's News Corporation, is Italy's only satellite platform and is by far the heaviest investor in the In England, France and Germany media rights are pay-television rights to football, paying around €400 sold collectively by the league. In Spain, as in Italy million a season. If there was a package of rights and also Greece, the clubs sell the rights. However, for satellite only, Sky would have no competitor and Greece is set to follow Italy and return to collective 14 Volume 35 Number 5 Dec 2007 www.iicom.org TV rights for football selling and there is growing pressure for Spanish be broadly in line with the year-on-year increases clubs to do likewise, following massive problems this the clubs have enjoyed since individual selling was season with broad- introduced but looks conserva- casters both in Spain tive when set against average and abroad. increases across Europe. There is no way to This conservatism is based on prove whether central a sound knowledge of the Ital- selling generates ian television market. Even if more income than the government were success- individual selling but ful in opening up the market, experts believe that which is by no means a fore- it provides a football gone conclusion, it is unlikely league with important that by 2010 the conditions will strategic benefits in have materialised to create terms of branding and the degree of competition for marketing, especially rights which has been seen in in the increasingly a number of rapidly-develop- important international ing television markels across rights market. Collective selling may not produce a the world. Saudi Arabia's Premier League enjoyed windfall in Italy but it will turn a group of clubs into a a 591-per-cent increase in rights fees in its mosl league again.
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