The SABC’s Desperate Attempt to Lure Viewers with English Premier League
In a last-ditch effort to save its dwindling viewership, the SABC has finally secured the rights to air English Premier League (EPL) matches for the 2024/2025 season. But will it be enough to save the struggling public broadcaster from the jaws of irrelevance?
The SABC said on Friday that it has acquired the free-to-air rights to broadcast 33 live EPL matches through SABC Sport, with SABC 3, the SABC Sport website, and SABC+ also carrying the games live. And, in a nod to the beleaguered Openview platform, the matches will also be flighted on the relevant SABC channels via eMedia’s Openview platform.
But the real question is: can the SABC’s EPL acquisition stem the tide of viewer migration to rival platforms and streaming services?
In recent months, the SABC’s exclusion of Openview from sports sublicensing deals with MultiChoice Group subsidiary SuperSport has been a major bone of contention between South Africa’s broadcasters. The latest iteration of this saga saw the SABC pull out of a deal with SuperSport for the broadcast of the T20 Cricket World Cup final and the recent Springboks/Irish rugby test series. This time, however, the SABC seems to have made sure that none of its platforms have been excluded from the EPL deal.
“The acquisition of the league has always been a strategic direction of the SABC. The English Premier League creates various marketing opportunities for SABC Sport and other SABC brands,” said Keletso Totlhanyo, the broadcaster’s head of sport. But will it be enough to reverse the SABC’s downward spiral?
Arsenal vs Wolverhampton: The SABC’s Last Hope
The SABC acquired the free-to-air rights directly from main rightsholder Infront Sports and Media, a Swedish company whose media rights portfolio includes the World Athletics Championship, various European basketball leagues, and the ESerie A e-sports league. And the first game to be broadcast by the SABC will be Arsenal vs Wolverhampton on 17 August.
All live matches will include a live studio build-up, with match previews and team news, presented by SABC Sport anchors and analysts on both TV and digital platforms. But will it be enough to save the SABC from extinction?