The ACT Brumbies will become the first Super Rugby team to launch its own free-to-air television show next week as the club attempts to engage fans and boost its stagnated membership drive.
Subscribe now for unlimited access.
$0/
(min cost $0)
or signup to continue reading
In a move designed to break into a new market that has eluded Australian rugby, the Brumbies have locked in a deal with Network Ten to have a weekly slot on One HD for the Super Rugby season.
It comes as the Brumbies fight to attract new members, with sign-ups slowing at less than 7000 a week before the season begins against the Wellington Hurricanes at Canberra Stadium.
Brumbies chief executive Michael Jones said the target remained to break 11,000 members by the end of the year and was confident slower-than-expected sales would not halt progress.
The Brumbies are aware of the challenges they face in luring fans back to Canberra Stadium and want their new show to educate supporters on the confusing Super Rugby revamp.
SANZAAR has introduced two new teams as well as a convoluted draw to accommodate 18 teams.
It means fewer Australian derbies – traditionally the biggest drawing games for Canberra crowds – and more clashes against New Zealand teams.
"One of the things that I firmly believe is that whilst the Fox Sports coverage is sensational, we miss a whole sector of the market by not having free-to-air TV," Jones said.
"We thought if we ran a magazine-type show and create the content ... make it not just about us but about who we're playing. We always find that we have good games against South African teams but fans don't know who they are.
"We want to educate the audience more about who we're playing and hopefully that generates some interest when those teams come to Canberra."
The Brumbies will take over television next week, with three stations airing programs in the build-up to their round-one clash against the Wellington Hurricanes on February 26.
Stephanie Brantz has been recruited as the host of Brumbies TV, while Fox Sports will air The Code over four nights after coach Stephen Larkham opened the doors for behind-the-scenes access.
Brumbies star David Pocock will feature on a two-part Australian Story: True Grit series from Monday.
The Brumbies are one of the only professional sports team in Australia to have their own show on free-to-air television, joining some AFL clubs in stepping into new ground.
Rugby has previously failed to secure free-to-air coverage but has teamed up with Network Ten this year to show replays of one Australian match on Sunday mornings.
The Brumbies will have four of their first seven games shown on One HD, as well as live on Fox Sports.
Despite the hype and expectation that the Brumbies will be a title contender this season, fans are yet to jump on board.
The Brumbies were initially targeting 13,000 members this season for what would have been an increase of 4000.
That is set to be revised to 11,000 as the club pushes hard to crack 7000 before round one.
"We're trying really hard to get to 8000 by the time we get to the NSW Waratahs game [in round two]," Jones said.
"Every player in Canberra's [junior and senior competition] gets a membership. So we will probably be closer to 11,000. I think 13,000 was a pretty stretched target.
"It's a challenge but it's still do-able. I worry about everything, that's the nature of the business. But we are confident we can get to 11,000 and be ahead of last year."
