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Packer v Gyngell fight video emerges

Newly released footage of billionaire James Packer and Nine CEO David Gyngell brawling on the street in Bondi is attracting widespread media attention. Photos/video: Media Mode.

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It's the quintessential Sydney story that is going global.

There's Bondi, there's tracksuit pants and bare feet, there's a fight between two men - who happen to be billionaire and Crown chairman James Packer and Nine Entertainment Co chief executive David Gyngell.

And on Tuesday News Corp published the professional photos across the front pages of its tabloids, less the watermark that overwhelmed their earlier release online.

James Packer sports a black eye as he leaves his Bondi Beach home on Tuesday morning.

James Packer sports a black eye as he leaves his Bondi Beach home on Tuesday morning. Photo: INFphoto.com

So after reportedly paying more than $200,000 for the pics, was it worth it?

Spinach Advertising's Ben Willee said that while the pics would not deliver $200,000 in ad revenue they were "absolutely" worth the price.

"There's a complete fascination with rich and powerful people that only increases when they show their human side and behave like the rest of us," he said.

A tearout of the front page of Tuesday's The Daily Telegraph. The images were taken by Brendan Beirne and Sione Chown, and handled by Media Mode.

A tearout of the front page of Tuesday's The Daily Telegraph. The images were taken by Brendan Beirne and Sione Chown, and handled by Media Mode.

"This story is a perfect fit for News Corp, they have broad audiences and can repurpose the story to their advantage and deliver high reach across multiple channels like desktop, mobile, print and tablet."

He said it would be interesting to see the next time Channel Nine's A Current Affair did a story on violence on the street.

Steve Allen of media analysis firm Fusion said: "For us the key to News' purchase is, one suspects, a global deal so they can monetise it over many more territories. No one really could cover the same ground."

Mr Allen agreed that the pictures were unlikely to be profitable here in the short term. "Circa $200,000 for Australia and profit from it! Nah. The world, yes."

He added: "Two big end of town execs in public companies, scrapping big time. Wow."

"If you were looking at it overseas you'd say, this fellow is a chief executive of a publicly listed company that has just refloated, and this guy is on the Forbes billionaire list.

"I don't think there's been a situation like this."

As Fairfax Media's Tony Wright noted on Monday, there is history when it comes to publishing Packer biffo, with the Daily Mirror in the 1960s publishing a picture of Clyde Packer tossing a one-legged clergyman into the street under the headline "Knight's Son in City Brawl".

A News Corp spokesman said the company was happy with the photos: “We are delighted with the pictures – they are gold and everyone is talking about them.” He declined to answer whether News Corp had printed more papers in preparation for increased demand.

But newsagents on the Australian Newsagency Blog, including Keith of North Sydney and Jeff of Melbourne, reported no sales increase.

Gregg wrote that there had been ‘‘no increase in sales for the DT [Daily Telegraph], most comments have been negative from ‘how is this really news’ to ‘what a waste of news print’."

Shauns said, ‘‘Hardly worth 6 full pages.’’

Media monitoring company iSentia said the fight had led to the names Packer and Gyngell being mentioned almost 10,000 times across television, radio, online and in newspapers since Sunday.

‘‘It’s a very large amount for only 48 hours,’’ spokesman Patrick Baume said, and the stoush would "almost certainly" be in the top five stories. 

TV accounted for almost half of the mentions, at 4,457, followed by radio, online and then print. The broadcast figures are syndicated.