Sky TV presented its offer for Euro 2016 (including the games in “Super HD”) on May 12. Rai has unveiled his cards (even in this case there is the technological novelty of 7 games in Ultra HD / 4K through the free satellite platform Tivùsat) last week.
Everything is ready, in short, for great feast on TV with Sky that will broadcast all 51 matches of the competition – the first with the 24-team formula – while Rai will broadcast 27 matches. Sky will then have the exclusive 24-match, but all pay, and you are rubbing their hands knowing that you have in front of weeks with the knife by the handle thanks to the unique also linked to Copa America aired until June 26. In turn, the state TV has exclusive rights on free and will broadcast all matches of Italy, semifinals, final and as it will be transmitted to 21 (the match will be played at 15, at 18 and 21).
It resurface in short, from 10 June to 10 July the “ticket” between Sky and RAI already seen with the last World Cup. This time, however, the acquisition of rights was more troubled and, just ahead of Spain where the rights have gone to Mediaset Espana, Italy has arrived to put all the pieces in the right order in the home straight. Between UEFA and Rai (which so far has always absolutely exclusively broadcast the European Championship) the dialogue was long. Viale Mazzini aimed to get a significant discount compared to the 2012 edition of Poland and Ukraine, for which he had paid out over 100 million euro.
The first auction was held in July 2015. In September, UEFA announced that it has received insufficient bids. As for Viale Mazzini, the offer was 50 million to 23 matches. So not all the games, but the figure was almost half from the disbursement for the previous edition.
Then departure by direct negotiation. Here Rai led by the new dg Antonio Campo Dall’Orto plays a risky paper and takes it hard, with the risk – more theoretical than practical, but existing – of being blow rights. The impasse is resolved only at the end of February when the negotiation (conducted by Uefa by CAA Eleven) was resolved with RAI that – according to figures circulating as rumors because the official numbers do not were never provided – would agree to pour about 70 million euro for 27 games including those of Italy and the finals. Much less of the more than 100 million euros in 2012 then. But to make possible the operation was in all probability the negotiations conducted in parallel by CAA Eleven with Sky, to pay rights. In this case, the figure of which you speak is around 20 million.
In one way or another it is true that UEFA has not had great satisfaction in Italy. The other side has emerged clearly from us, but in a country like Spain, the break with the past: the prices paid in the past were considered little reasonable view of the crisis situation and a competition in which not all the matches they can be considered to return, especially in summer.
In this context, the Euro 2016 will still be the second time where you can see the work of the Rai-Sky ticket after the experience of the last World Cup. Then there was a switch of resale rights from Rai to Sky exchanges with (the Olympics were an exclusive Sky) and agreements on the advertising side. For Euro 2016, the purchase was separated, but the two broadcasters will manage together this month to match, highlights, direct and programs on Euro 2016 that something extra in terms of advertising revenues will inevitably lead. For RAI it comes to 56.5 million euro already collected. About Sky looks to 25. In Brazil, the game ended with 78 million for Rai and a collection over 40 million for Sky.
The “sharing”, in short, seems to be a prerequisite postponed. And the rest in other countries sharing the rights for the French festival was not lacking: in France (TF1, M6, Bein Sports); Germany (Ard, ZDF, ProSiebenSat.1); in the UK (BBC, ITV, S4c) just to name a few. The climate of the spending review in Italy would suggest a replication of this model for the upcoming competitions. Armored as Sky and Discovery (owns Eurosport) have in our country is free channels ( “TV8″ for Sky and “Nine” for Discovery) and pay channels. None but economic considerations, would ban to keep everything in the house.
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