SPORT was to buy back the broadcasting rights for the Australian Open from domestic media rights partner Channel 7 . Now TA is the only one of the four Slam organisers to bring its broadcasting in-house . “ We started to control end to end production of our content , so we could make decisions on how it was going to be distributed globally . That unlocked the potential of all our national and global media rights partners , because now we could customise that content very specifically to those markets , whether
language , who is playing , or time of play .” This at once allowed TA to optimise its financial return .
The cost of the rights buyout was recouped inside of two years . International broadcasters were happy to pay TA handsomely to receive fully-customised content which they don ’ t have the luxury of getting anywhere else . With many businesses moving to outsource non-core activities , it ’ s a different model , but bringing expertise in-house allows TA to control and monetise media rights , sponsorship , supply rights and add fdfworld . com 63