Setanta's international clout proves the doubters wrong

Published on Friday 5 September 2008 23:47

IT IS a prospect which may alarm football traditionalists, but one which adds to the strength of a previously frowned-upon broadcaster.

Those hoping to witness World Cup qualifying ties today involving Scotland or England without any form of cable or satellite connection are in for a shock. While notable at the time of announcing each deal, the fact that Setanta Sports have moved prominently into international football will hit home this afternoon.

Scotland's match in Macedonia will be shown live by Setanta, as will the opening to England's bid to make it to South Africa in 2010, in Andorra. Not even highlights will be carried by any free-to-view domestic channel.

Such a scenario is a far cry from early 2004; Setanta's claiming of the Scottish Premier League live television rights amid a breakdown of Sky talks and the collapse of SPL TV was met with heavy scepticism in many quarters. The price they paid for that contract was relatively modest at 35 million, yet it represented a vital foothold in the British market for a company which was previously well known for televising Gaelic sports in Ireland.

Four years on, Setanta claim ITV and the BBC are indulging in "emotional blackmail" in an attempt to secure even highlights packages for England's game in Croatia on Wednesday. That terrestrial channels have been brushed aside in a deal between Setanta and the FA – home friendlies and away qualifying ties will be shown live – has prompted a particularly public backlash south of the Border. A total of 46 Barclays Premier League matches have been secures by Setanta, with the FA Cup due to be shown live on the channel for the first time this season.

In Scottish terms, the visit to Iceland on Wednesday and, significantly, the match in Holland next March are live Setanta projects. Added to a commitment to screen 60 live SPL each season, those negative murmurings from 2004 have surely vanished. A bullish and impressive public relations campaign in Scotland, managed by Peter McLean, the former head of Celtic's PR operation, has been far in advance of anything carried out by rival media groups. Alex Salmond, Scotland's First Minister, has pointed to an "extraordinary and frankly unacceptable position" that BBC and ITV have not secured live rights for the country's World Cup qualifiers. Ewan Angus, BBC Scotland's head of sport, has cited "an open market which is becoming ever more competitive." In short Setanta and Sky – who will show Scotland's home matches in this campaign – have flashed cash which the BBC feels it cannot justify. Salmond contests events such as Wimbledon have been "protected" for a terrestrial audience.

High-powered deal-making means Setanta also has coverage of Indian Premier League cricket, darts, boxing, golf, rugby and American sports alongside their traditional GAA alliance. Earlier this year, in a further challenge to Sky's domination of such a field, a sports news channel was also launched.

Estimates suggest that Setanta must reach 1.5 million subscribers by next April to break even. Such a target may be mildly optimistic – the number is believed to sit at 1.1 million just now – and rumours have long since emanated that ESPN, the American-based operation, may launch a takeover bid. That theory has always been denied by Setanta insiders, but what can legitimately be said is that the depth and quality of sports they have acquired would make them a worthwhile company for investment or buy-out.

Whatever the fate of Setanta may be, the plight of terrestrial viewers will get no better.