A New Era Dawns on Rugby League Media, and that’s Great for Fans
DYOR Dave
Any Rugby League fan worth their salt will tell you that there is no greater game on earth but ask fans about the structures that surround and promote our game and you’ll likely hear a swathe of complaints hurled at a number of different targets, most notably, the media.
Much like the rest of Australia, Rugby League fans have been living under the tyrannical duopoly of News Corp and Fairfax, but as a suggested Royal Commission aims to bring diversity back to the media landscape, a grassroots movement has initiated a new era in NRL media coverage.
For over two decades, Rugby League fans were stuck between a rock and a hard place when it came to the media. But now Fox Sports and Channel Nine, backed by their newspapers The Daily Telegraph and the Sydney Morning Herald face fresh competition from the likes of Bloke in a Bar, YKTR, NRL Roast, Clarkey’s Column and Hello Sport.
No longer will NRL fans have to settle for sensationalised clickbait, outdated opinions, relentless advertising and out-of-touch commentators, as these new outlets bring a more optimistic outlook and a refreshing positivity to the game.
The decline of Fox and Nine is evident to even the most casual observer, with almost every Fox Sports post now accompanied by a slew of comments rejecting and criticising the opinions of the ‘journalists’ involved. Meanwhile, fans across the nation dread the free-to-air coverage of Origin and finals which see excessive ads that cut into gameplay and senile commentary moments that leave the fans wondering if they’re even watching the same game.
The old guard of Rugby League media personnel have become so ridiculed in recent years that they have spawned entire memes and jokes surrounding their traits and predictability. Between Danny Weidler filming himself instead of his interviewee, James Hooper finding any excuse to throw shit Cameron Smith, or anything Buzz Rothfield does, it’s hard to believe they still have any credibility at all.
As these institutions are on the decline, fans are migrating towards more independent and fan-driven organisations, with podcasts and match companions taking the place of analysis shows and pre/post-game coverage. Without the restrictions of mainstream media, new media brands are occupying spaces between humour, analysis, narrative and personal connections that bring fans closer to players and personalities within the game, without descending into gossip columns or bowing down to corporate advertisers.
No one is going to challenge the supremacy of Fox Sports’ live match coverage, nor will they forget the golden age of The Footy Show in the early 2000s, however as new media advances further into the future, it seems like the institutions of Rugby League media that have reigned over the game for decades are stuck in the past.
While the array of new podcasts and brands may not have the financial and technical capabilities, nor are they allowed the close contact to players that Fox and Nine possess, yet they still grab the attention of fans without filtering their content through the agenda’s of their vested interests (apart from pro-manly rhetoric).
The future of our game’s media lies in relatable and positive content that is catered to the interests and values of the fans, with respect for players, coaches, and fans alike. As the old gatekeepers of the game drift further away from these qualities, the fans will continue to move towards the new media brands that fulfill their Rugby League desires.
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