There is no doubt that this is a bonanza for AFL generally.
But it's not something we would ever be able to do... unfortunately there are many things that could be done with vast sums of money like this.
Event TV is still fun to view, but it could probably do with a reduction in time.
It's about the best thing I can think of.
Nine will find a way back - it's very dangerous for a network to start reducing its rates.
I was in Sydney on Saturday morning and saw all the papers and soaked it all up, then I got to the airport and thought gee, this is amazing. Even the Krispy Kreme doughnut people had put red and white tops on their take-away packs.
Nine will need to seriously rebuild to maintain their premium. But more than anything, this is a great result for Seven. The momentum is clearly with them and it has continued into the start of this year with the tennis, which is again proving a great promotional platform for upcoming programs.
[Not surprisingly, Mitchell has a counter.] There's about $100 million in it, ... Starcom was always on top and oops, they're now not. Prior to Nielsen's numbers, everyone used to lie, including us, I might say. But Mr Leeds seems to have most trouble adding up. It's not good for a media man.
It certainly is a status symbol and it's big for the winner.
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