Australian Football Association of North America

Editorial by Rob de Santos, AFANA Chairman

Perhaps the most common complaint that AFANA gets about the TV coverage these days is from fans whose TV provider is not DirecTV:  "I don't/can't/won't get DirecTV, so the coverage is no good to me until it is on my cable or satellite provider." 

We understand that and very well.   It  affects the majority of our own officers, volunteers, web staff, and journalists based in the USA and Canada (believe it or not)

.  It was our strategic judgment over a year ago that the deal for live coverage on Setanta with taped coverage on MHz represented the best chance for the future of the sport in North America.  So far, based on the new long term TV deals between the AFL and Setanta and MHz, our beliefs have been born out.   However, we made that judgment a year ago with the knowledge that for this to work, eventually both channels had to expand their distribution.  Patience was essential since distribution talks between content providers (e.g. Setanta) and distribution outlets (i.e. cable, satellite, and now internet providers) are notoriously difficult and often lengthy.    Given the unusual nature of both channels marketing and distribution strategies, it was likely to be even harder than usual.  Fans of footy aren't patient and we've heard from you loudly over the past year. 

The good news is that things are likely to improve soon.    AFANA has maintained a  periodic dialog with both Setanta and MHz over their distribution and we've remained convinced that that both management teams are committed to wider distribution.   Recently, I had an exchange with Setanta and the gist of the situation is that the situation could get better quickly.  Setanta tells AFANA that they are still negotiating, and are hopeful they can close on distribution deals soon, perhaps during this AFL season.    Setanta indicated that they are doing absolutely anything they can to gain this distribution.  They wanted us to tell fans that it would be great if fans continue contacting their local cable and satellite providers to request Setanta. This would give the added push for the cable and satellite companies to close a deal faster.  "The main driver, outside from Setanta gunning for this, would be the fans contacting their local operators and making the request [for the channel]." 

So your patience as a fan may soon be rewarded.... OK, so I can hear the comments now.... but what if my cable company doesn't get it this year?  Yes, and you are not forgotten.  It will continue to take time for all the pieces to fall into place.  Not everyone who wants Setanta Sports will be able to subscribe by the end of this season.   We wish it was otherwise, but all we can do is be patient, encourage you to contact your cable company and Setanta and keep pushing.   In the meantime, if you have a broadband connection, consider trying ITVN.  For many, though by no means all, it works and works well. 

For viewers who would like to get MHz, I will have an addition to this editorial/blog entry in a few days with an update on their situation. 

AFANA is working to make this good for all footy fans and more, much more is coming soon.  Stay tuned.