Guest post by Indie Dave
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As I switched from stream to stream last Saturday, safe in the knowledge that I was only missing the 5th, 6th and 7th goal The Arsenal were definitely putting past the Barcodes, I found myself exasperated. Why the fuck, in this day in age do I have to put up with this shit? It’s not the lack of backbone, or even Sebastian Squillaci, but more that fact that I was watching the game on a dodgy stream in the first place.
I’m a season ticket holder at The Arsenal, which means that over the course of the season I’ll see at least all their home games, and fortunately enough the majority of their away games, either in the flesh, or simply because we’re on the telly a lot – probably too much for some people tastes. So it’s only about 7-10 times a season I’ll have to revert to the dreaded Justin.TV stream scramble. So what’s stopping fans from getting every game they want, on demand? The technology is there, the demand I’m sure must be there, yet still nothing. Well the reasons are manyfold, and the balance is very delicate.

Fans can find a range of high quality streams online
The main reason, like anything is money. And it starts with Sky. Can you imagine Sky TV without the Premier League? It’d be pretty worthless, and unless you were a massive film buff, I reckon at least 75% of its customer base would evaporate overnight. Hence the reason Sky are so desperate to retain rights, and why, every 3 years, the Premier League TV deal smashes records.
It currently stands at around £1.3bn over 3 years. About £20m per club, per season, give or take, (and even that sounds small. I’ve seen 2 and 3 times that amount bandied about.) There will come a time, and it’ll probably happen sooner rather than later when Sky will have to say, that’s it, we can’t increase the amount, that’s the limit we can charge our customers, or else we’ll lose them. Now I know Sky aren’t the only show in town, but say for arguments sake that it got to that point, what would happen if the clubs decided to explore an alternative?
One of the reasons why the Premier League is so cash rich is because TV rights are negotiated collectively. Each team gets the same basic amount, with appearances and prize money making up the variation. Unlike in Spain where the clubs negotiate their own TV deals, resulting in the big two, Real Madrid and Barcelona taking a far higher percentage then their rivals. I’m sure they’ll argue that since they are the biggest draws, with the best, highest paid players, and everyone wants to watch them, then they deserve to get the biggest slice of the pie. It does nothing for competition, so in that way the Premier Leagues set up is admirable.
See, the crux of this matter lies with the Premier League ruling that dictates decisions effecting the league require 14 votes to pass it. For the big clubs, it must be killing them, hamstrung as they are by the fact that they are limited to the amount of season tickets they can sell, by the amount of seats they have in their ground. What you will soon find, with more Russian billionaires and Saudi Princes coming to the table, is that magic number of 14 votes will slowly get closer and closer as clubs realise that they have now become more powerful than that which created them, and no longer need its services.
Of course, there will be people who would suggest that the availability of internet streams would badly affect attendances. Well that argument has been going on since the introduction of floodlights, if the atmosphere is so desirable, people will still go, and it’ll be up to the clubs to manage their ticket pricing to make it worthwhile to go to games. If you look at Arsenal, for their Carling Cup games, the majority of seats in the house were £10, and nearly every game was sold out. The reason you see a load of empty seats at the DW? Probably has as much to do with the fact that the seats are so expensive and it’s the club has a ground too big for its fan base, but if they started charging £10 a seat for every game, and financed an online package that offered the fan every game online, with a dedicated club channel, they could be looking at making more than the money due from Sky.

Is the online season ticket the way to go?
It adds up, and if done well could turn a club a real profit, however the Sky cash is the safer be. However, as I said, the time may come when the smaller club is left with no other choice other than to take up the offer, or just like in 1991, the big clubs will once again decide that the smaller ones are killing the game and threaten to break away.
So what would be the magic figure for the digital season ticket? How much would you be willing to pay? If you say going to the pub to watch the match will cost you 3 pints, we’ll say a tenner. £10 x 38? £380 is fairly reasonable, over the course of the year, but still to pay that as a lump sum in June, well it may not be so good.
What about then a monthly subscription? £35 a month? It’s a much as you’ll pay Sky at the current rates, but then you do miss out on watching the title decider, relegation dogfight that your team may not even be involved in. Chelsea TV works out at £4.49 p/m online, but you don’t get any live games, so draw your own conclusions. Would £20 a month be the figure?
The downside of this would be that the owners of the clubs just look at the potential easy money online and then neglect their paying attending customer. For one way of avoiding that, the Premier League would do well to look at America. The NFL operates a Blackout Policy, whereby a home game cannot be televised locally if it is not sold out 72 hours prior to its start time, placing the onus on the club to price the match accordingly to suit demand, to ensure there is a full house. It’s a similar policy that West Ham are likely to have to consider in a few years, when they look to fill their Olympic Stadium, quite how that works out is anyones guess.
So to wrap things up, we know the technology is available, we use it every week. The demand is there. While attendances have slipped somewhat during the recession stadiums are still relatively full. People could argue that it’s the smaller teams that will die, but perhaps we’re living in a false economy, where there ar simply too many clubs, and not enough fans?
Of course this whole scenario would be solved if, like so many other industries, the powers that be, took better notice of what their customers want, and how they consumer their product. However that is about as unlikely as a Newcastle equaliser after being 4-0 down at half …
… oh dear.