During last year’s Big Bash, former Sri Lankan batsmen,
Russell Arnold commentating on ABC radio paused and delayed expressing his
opinion at the conclusion of the over, Arnold co-caller asked him to continue
to which Arnold replied “Were still on Air, normally in the part of world I
come from, end of the over means an ad break”. The concept of non-commercial commentary was
alien to the Sri Lankan and given the way Cricket Australia is striking deals
with commercial radio partners the concept of broadcasting Cricket free of
advertising could well be unfamiliar to most of Australians in near future.
ABC cricket commentary has been the cornerstone since 1924
and apart from the BBC it is the only network that provides commentary without
any commercials. SABC (South Africa), All
India radio (India) and RadioSport (New Zealand) provide cricket coverage but interrupted
with advertising.
Listening to All
India radio coverage of the IPL and also SABC broadcast of South African test
matches, it can be extremely frustrating to constantly hear commentators referring
to sponsor’s. The flow of thoughts from experts is interrupted and since Radio
is all about painting an image in the listeners mind it eventually drives the
listener away.
Constant branding of products on Television doesn’t take it’s
it toll on TV because the pictures are there to relay the information, but on
Radio the listeners prefer to listen to content and thoughts presented by the commentators. It is what makes ABC and BBC broadcasting so
intriguing.
One of the reason ABC commentary is appealing is because
they have dedicated cricket commentators to call the matches. Jim Maxwell remains the iconic voice of cricket;
Drew Morphett is expert caller in all sports having experience in the industry
over the past 40 years. Glenn Mitchell and Tim Lane had commentated on cricket
across different countries for nearly 20 years. Not only are they expert at
calling it but they know the game inside out having travelled around the globe.
Nowhere around the
world are such passionate men who continue to enlighten the audience and gain
respect despite never playing cricket for Australia. Importantly, some experts are rotated each season and also
at times during alternative tests. Overseas experts and callers have been
introduced to provide the listeners with a new dimension and provide knowledge
of cricket in the respective touring nation.
Ray Hadley’s radio
calling the football is his expertise however once he barks out the plays on
Television it is excruciating. Similarly, CA idea to sell broadcast rights to Fairfax
radio only means the listeners are likely to hear “football or rugby” experts presenting
cricket with the lack of knowledge in cricket. Combine that with a dozens of
references to sponsors, it will only cause demise to the radio listeners.
Speak to the thousands of international journalist that
travel to Australia for cricket and 80% tune in to ABC radio rather than
Channel 9. Majority provide the feedback on the lines of “I have never listened
such brilliant commentary, it is refreshing”
Over the past few years even Channel nine commentary has
been in decline, Chappell, Benaud and Lawry are not present at each tests,
Slater, Healy and Taylor are partially biased and have never been exposed to
the cricketing media world outside of Australia. Tony Grieg and Richie Benuad had worked with
many broadcasters around the world and provided views that were unknown to many
viewers. In the past a guest commentator from the touring team would be invited
(Michael Holding, Gavaskar, Tony Cozier)
so the viewers could be presented with unique cricket views. Healy, Slater and Taylor
can seldom provides us with such details.
During the Ashes so many had tuned in from various
destinations around the world to listen to the ABC/BBC coverage via the ABC
website we have to wonder how many would have turned it off had it been full of
advertising.
Next time James Sutherland and his crew want to listen to
cricket they should be forced to listen to broadcasting with commercials over
the duration of the Test match.
Over the past two years cricket Australia on field
strategies have been exposed. Argus Review,
T20 focus, scheduling to name a few, now it seems like the off field strategies
are taking the same path.
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