Opinion: The Great 3pm Blackout

by Gav Reilly

The singular beauty of football, the reason it’s known worldwide as The Beautiful Game, is the sheer simplicity of the sport. Gary Lineker once famously quipped that football “is a simple game; 22 men chase a ball for 90 minutes and at the end, the Germans win.” While the ultimate outcome might not be quite that predictable – and certainly Everton, Manchester City, Tottenham and Aston Villa will be doing their best to disprove it this year, with inevitable mixed success – the overall sentiment is a true one. Football is a global language, an art of beauty as simple or complicated as one might wish to make it. Put two sets of toddlers together and a goal at either end and without instruction, they’ll immediately spurt into soccer mode, toddling (literally) in swarms after a ball.

Put a batch of middle-aged Chilean men and a group of disaffected Russian urbanite teenagers into the same patch of grass and they might have nothing in common – no language, no shared values, no frames of reference by which to communicate – but throw a size 5 ball into the pot and no further instruction is needed. Without briefing, goalkeepers will be designated, general (though blurry) formations assigned, and there’ll be no quibbling about the rules. Have a quick look at the latter stages of the video for Three Lions to witness a perfect illustration. In the 21st century, people might struggle to relate to each other as the world gets closer together but grows spiritually apart, but put a group on a pitch and they’ll at least understand the offside rule.

Of course, adding to this is the global reach of television, perhaps the only similar art form with a parallel global reach. The same analogy about univeralism applies: my Dad often tells me a story about how he and Mum were on holiday somewhere in Italy during the 1982 World Cup, and how he and another Irishman he met were out walking when West Germany met France in the semi-final. Anxious to see how the game was going (both men were accompanying their fiancées out shopping), they peered over the wall of a private compound where a local was watching the game in his garden. Being spotted by the owner, and fearing a clash with the local Polizia, they scarpered – only for the man to chase them down and invite them into the garden for a few beers to watch the rest of the game, forever immortalised by Harald Schumacher leaving Patrick Battiston unconscious and without several teeth later in the game. (This, again, all took place without the man speaking English or without my father having even a few words of basic conversational Italian.)

The Great Blackout

I digress. Back to the power of television. There’s probably very few of the younger football-following population of this giant football we call Earth who didn’t get their first exposure to the game through television. It has a reach simply incalculable and impossible to exceed. Put the world’s most universal game onto the world’s most universal medium and you have a profound, immense and unstoppable captivation. But yet, amongst all of this, in the third millennium with moneybags footballers and worldwide support for the biggest leagues, we’re seeing a shift away of this, primarily in England, where the power of the remote control is being slowly slugged away.

Let me explain. If you travel to France, Germany, Spain or indeed anywhere else in the world, while you might have to get hold of a pay-per-view channel (or two) to watch the domestic leagues, you’ll at least be assured that when the goals are flying in on a Saturday or Sunday afternoon, you’ll be able to see them live. Not so in England, where – under the pretences of maining the physical crowds at games – there’s a formalised Saturday 3pm blackout, and the closest you’ll get to the action is Jeff Stelling doing a live link to Chris Kamara. Don’t get me wrong, Jeff and Chris are brilliant, but it’s not quite the same as getting to see the full action live.

The rationale for this, an idea when Sky showed up in time for the Premier League in 1992, was that if there was too much television coverage of 3pm games on a Saturday, it would entice people who otherwise might have attended games in person to stay at home and watch them on TV instead. A fair point at the time – in the aftermath of Hillsborough, with waning public interest and the danger of football’s financial arse falling out from under it, it was a necessary step. With hyped-up overexposure the game could genuinely have died on its feet. But with the rampant explosion of wealth that followed – admittedly, largely at Sky’s hands – is there really a merit to such a blackout any more?

The Premiership has gotten its bedrock together now, it’s crowds aren’t going to suffer, and so the rationale descends to the lower leagues. If the Premiership was on TV, it itself might be safe, but what about the lower leagues? So enter the BBC with their free-to-air Championship coverage. What logic of safeguarding attendances of matches when the pick of its games are available to all and sundry? What’s left? The FA Cup? There’s no logic of trying to safeguard 3pm attendances there because it’s not as if it’s an ongoing worry as a tournament. The tournament won’t suffer if there’s a medium-interest game aired at 3pm – if the TV networks really believed their own hype about the romance of the tournament, then airing the games would surely only give a greater platform to it. As it is, the only Saturday game aired at 3pm is the FA Cup final.

Premiership clubs, as I mentioned in my last opinion piece, are debt-leveraged to the hilt by now, and need to keep cranking up their ticket prices to keep their ships afloat – but yet, with a guaranteed attendance base for these games, they risk squeezing out the everyday family unit from the game. Restoring 3pm coverage, even if it was pay-per-view, is a real chance for English football to get back into the mainstream consciousness of those in society who haven’t yet drank the Kool-aid.

It says a lot that in the next international TV package, the Premier League are going to reallocate their Chinese rights and ensure that one in ten games is carried on free-to-air television. Maybe they’re overlooking the uncracked market sitting in front of their noses: the one still in England, where fans are finding the universal game less and less universal.

8 Responses

  1. Kevin Coleman Kevin Coleman says:

    Superb article yet again, Gav.

    Restoring live 3PM game has it’s good points, and disadvantages.

    The major one, which you mentioned in your post, is the threat to lower league attendances. While Premier League teams have their bed rock, what’s stopping a minoirty of fans who support, say, Chester City, staying at home and watching United at Fratton Park?

    It’s a major threat, one clubs like Chester could do without. And that’s enough to keep the idea of 3PM games on TV in the distance.

  2. Richard Walsh says:

    Very good article. Food for thought on both sides of the argument. Perhaps there’s some middle ground where they can show games whose tickets have been pre-sold at over 85% or something?

  3. Gav Reilly says:

    Kev – That’s the usual argument, but I’m just not all that totally convinced that the lower attendances would be genuinely threatened if 3pm games were to return. Let’s face it, the decent fixtures of any weekend are already moved outside of the blackout zone, so I really don’t know if a fixture like Chester vs Gateshead in the Blue Square Premier would see their attendances falling just because people have the option of watching Bolton v Stoke on ESPN.

  4. Des says:

    This article is so full of inaccuracies it’s unreal.

    “it’s crowds aren’t going to suffer, ” Premier League crowds are already falling.

    “So enter the BBC with their free-to-air Championship coverage.”. – Not at 3PM though.

    It’s fine to sell 3PM games to the foreign market, these people don’t go to the games.

    The clubs rely on gates, if you start showing ManU/Liverpool/Arsenal/Chelsea/City at 3PM, the likes of Burnley, Wolves et al will suffer. A certain percentage of their crowds are casual football attenders, who simply would not go if a “better” product was on TV.

  5. Des says:

    “Let’s face it, the decent fixtures of any weekend are already moved outside of the blackout zone,”

    Because the TV companies want to show them. They can’t show them at 3PM Saturday, so they pay to move them to nono-traditional times. Your argument is circular.

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  7. I would tend to agree with Gav here. Going to a live game is a far different consumer experience to watching it on tv. They are not substitute products

  8. Brian says:

    A really good article, i would like to add that, i now live 300 miles away from where i grew up. The cost of transport to and from the game + the ticket price comes close to £100 pounds. I love to follow my team but the costs involved mean i cant go to watch them week in week out, even when there is no 3 o clock kick off, sky decide not to show some of the games they hold the rights to! So why hold them in the first place? I feel Tv coverage is of poor value for what we pay in the UK, and hopefully some Fa official who is interested in the general viewing public rather than who is going to give them the most money, has read this article!

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