Melissa Mullins is the bridge between clients and content creators at Nine.
By Kruti Joshi
As the director of strategy of the company’s client solutions division, 9Powered, her job is to ensure that a client’s brand message is served to the audience in the best way possible using Nine’s assets such as TV (Channel 9, 9GO!, 9Life and 9Gem) and digital (nine.com.au, 9Honey).
Prior to joining Nine in 2016, Mullins worked on the agency side of the media industry. She has worked with some of the biggest agencies in the country such as Initiative, OMD and UM.
“Coming to Nine wasn’t overwhelming,” Mullins told Mediaweek. “What was exciting was that we have a big range of content, so you do feel you can apply strategic thinking to it. You have to be able to do that. For example, why would you advertise on The Block over Buying Blind? You need to have a strategic rationale for that. It’s not about putting forward whatever we want to sell.
“The challenge about working at Nine is that we work with so many people – executive producers, editors via our content partnerships team, branded production team, trade marketing, agencies and brands too. However, when it comes to content strategy, it’s very similar to what I have done in the past.”
It was day 13 of the new Gold 104.3 Christian O’Connell breakfast show. For 10 of those 13 days Melbourne’s newest radio host has mulled over which AFL team he should be choosing.
With help from broadcaster Hamish McLachlan, O’Connell has listened to pitches from players and fans from 10 AFL clubs.
Today was the day O’Connell was finally ready to reveal who he had gone for. He revealed recently that his wife had chosen Geelong as his wife’s best friend lives there. Co-host Jack meanwhile had managed to win over Christian’s daughter to support Essendon.
“This has been one of the most nerve-wracking things I have ever been involved in in radio,” O’Connell said this morning.
To make the announcement, Hamish had secured the services of his brother and AFL CEO Gil who visited the studio.
After giving away the decision shortly before the official announcement, Gil officially revealed O’Connell had chosen the Melbourne Football Club.
“It’s a great choice,” Melbourne coach Simon Goodwin said in a phone call shortly after the announcement. Goodwin made the pitch to O’Connell for the club and later followed up with a signed football.
O’Connell also spoke to Melbourne captain Jack Viney on-air as he welcomed the broadcaster to his new club.
O’Connell also revealed this morning that St Kilda was the team that was his second choice. Those decisions are a brutal blow to Collingwood, which had hoped to lure O’Connell to the Pies.
O’Connell had a three-hour lunch with Pies president Eddie McGuire earlier this week, who pitched the benefits of supporting his club.
The decision to go with the Demons is a win for O’Connell’s friend Hamish Blake, but Andy Lee is not happy. The Carlton supporter helped O’Connell with his visa application and he said this morning he was thinking of asking the government to revoke O’Connell’s entry permit.
• Deloitte Access Economics research indicates the ABC is helping to sustain more than 6,000 full-time equivalent jobs
Below are highlights from a speech delivered by ABC managing director Michelle Guthrie at the Melbourne Press Club on Tuesday.
Last year, I attended the opening of the NSW Chapter of the Australian Media Hall of Fame, a fantastic initiative by this forum to bring to a broader stage the great traditions of journalism and the women and men who, as journalists and storytellers, have left their mark on the fabric of Australia.
I’ll demonstrate just a touch of ABC bias here. I was thrilled at the roll call of our journalists who were among those honoured that night: Mark Colvin, Ian Carroll, Caroline Jones, Alan McGilvray, Chris Masters, and Kerry O’Brien.
They, and others acknowledged by the Club, have made an indelible contribution to our collective understanding of Australia and the world.
We know and applaud their attributes and achievements: their deep knowledge of audiences and the issues that are relevant to the lives of the community; their relentless drive to ensure that the institutions and processes, which are the foundations of our democratic system work to the benefit of that community; their determination to provide a voice for the powerless, the weak and the intimidated; their ability to shine the light on malfeasance and corruption.
In a complex world it is too easy for the powerful to do their work in dark corners: to cynically use so-called narrowcasting messages that have a direct appeal to certain targeted audiences, while conveying an entirely different message to others; to rely on rhetoric that doesn’t match actions.
Good journalists call that out. Today, I want to channel some of that skill and emphasise some real facts in what has become an increasingly febrile debate over the value and future of the ABC.
I am proud of the ABC. I am proud of the work we do, the privileged position we hold in Australian history and our way of life, and of the value we bring, not only to audiences, but to the wider citizenry.
My aim in this speech is to demonstrate that value and to dismantle some of the arguments that are being used by critics to attack the national public broadcaster.
The anti-ABC case has been crystallised in two recent developments – the launch of a tome by two people associated with the IPA calling for the sale of the national broadcaster, and last weekend’s policy motion at the Liberal Party federal council meeting in Sydney demanding the “privatisation” of the ABC.
What price do you put on public trust in an independent, commercial-free news organisation at a time of fragmentation and disruption? As the Prime Minister himself noted at the Liberal Party council meeting, it is difficult to establish the facts in a disputed media landscape full of echo chambers and “fake news” outlets.
What price do you put on an ABC devoted to serving the nation – across its vast expanse and through a myriad of services, with quality and distinctiveness as a hallmark? This, at a time when the pressures of the new landscape are forcing our commercial colleagues into a relentless focus on their profitability.
What price do you put on an almost 86-year history of service that has the ABC as one of the most respected and trusted institutions in the country? An institution that provides valuable diversity to the media sector and, through its innovation, one that has driven many of the platforms and services that we know and take for granted?
The public regards the ABC as a priceless asset, more valuable now than ever in its history. I can appreciate that the ABC would fetch a high price in a commercial market. But does the public want a new media organisation that compromises quality and innovation for profit? Does the commercial sector want a new advertising behemoth in its midst? I think not.
For those who prefer an abacus-type approach to this debate, I have some fresh information. How do you put a price on the value of the ABC? In pursuit of that answer, the ABC has commissioned Deloitte Access Economics to do some research. Its report is still being compiled and will be released next month. The early findings are interesting. They show that the ABC contributed more than $1 billion to the Australian economy in the last financial year – on a par with the public investment in the organisation. Far from being a drain on the public purse, the audience, community and economic value stemming from ABC activity are a real and tangible benefit.
Of that $1 billion, more than a third is economic support for the broader media ecosystem. Far from being Ultimo-centric, the ABC is boosting activity across the country. Recent examples include the filming of Mystery Road in the remote Kimberley region of Western Australia, and the production of Rosehaven outside Hobart.
Deloitte calculates that the ABC is helping to sustain more than 6,000 full-time equivalent jobs across the economy. It means that for every 3 full-time equivalent jobs created by the ABC, there are another 2 supported in our supply chain – local artists, writers, technicians, transport workers and many more. In hard figures, the research shows that the ABC helps to sustain 2,500 full-time equivalent jobs in addition to the 4,000 women and men who are directly employed by the public broadcaster.
When broken down this equates to more than 500 additional jobs in production companies, over 400 jobs elsewhere in the broadcast sector, and close to 300 full-time equivalent jobs in the professional services.
When the ratings came in for the first Socceroos match at the 2018 World Cup, SBS trumpeted that 3.4m million Australians had tuned into the game.
By James Manning
Australia played France on Saturday night with an 8pm kick-off. While the 3.4m is accurate, it doesn’t tell the whole story.
SBS quoted the reach figure in its headline with the small print noting this was how many had watched a non-consecutive five minutes of the broadcast.
SBS did also note the average audience watching the match, the more common figures when ratings are quoted, was 2.1m with a peak viewing audience at any one point in the game of 2.7m.
With at least two 2018 FIFA World Cup games still to come for the Socceroos, but in less-friendly timeslots, can the broadcaster keep the average audiences over 2m?
While the Saturday crowd last week was a good number, it was short of the channel’s best when it comes to FIFA World Cup matches.
However, the biggest SBS audience ever in the OzTAM era (post-2001) for a football match was 3.41m watching Australia v Uruguay in a World Cup qualification game that also had an 8pm kick-off back in 2005.
In the subsequent 2006 FIFA World Cup the channel has these audiences for the Socceroos’ matches:
Australia v Italy 3.01m (1.30pm kick-off) Round of 16
Australia v Japan 2.93m (11pm) Group F
Australia v Croatia 2.75m (5am) Group F
Australia v Brazil 2.08m (2am) Group F
A friendly Australia v Greece match at the MCG before the 2006 World Cup had a massive TV audience of 2.21m.
Nine invested in producing a local version of the dating reality TV show after the success it had with the UK version on 9Now in 2017.
Love Island Australia airs on 9GO! and is streamed on 9Now.
The show targets the 16-39 demographic. The viewership of 9GO! in that demo has gone up 150% when compared to the week before Love Island Australia launched on the channel. In the OzTAM VPM rankings for the period of 28 days to June 17, Love Island Australia takes out eight of the top 10 spots.
Talking about the show from a sales perspective, Nine’s chief sales officer Michael Stephenson told Mediaweek: “In three weeks’ time, we will look back and see that Love Island has been a defining moment. If you look at the way people are consuming that content across linear and on-demand, it is quite unbelievable. The targeted advertising that clients are able to access via the demographic profile of the audience consuming the content across every platform is like something we have never seen before. Its audience profile is so pure that it will define – at times – the way people commission content.
“Over time it will get larger and larger and you will see more and more brands engaging with it.”
• Another winning night for Seven: #1 news, #1 primary, #1 combined
• MasterChef milestone: Sashi now red hot fave after 2nd immunity pin
• World Cup TV: Where were all the England fans? All games ratings
By James Manning
A Monday Home and Away audience of 723,000 was followed by 695,000 last night.
The House Rules teams headed to the 150-year-old dairy farm of Toad and Mandy for this week’s makeover. The Tuesday episode did 804,000 after 713,000 a week ago.
Brilliant discussion between Rosie Batty and Andrew Denton last night on Interview. There wasn’t a bad one either with Lily Allen, which made for a compelling hour of TV. Even the grubby bits about Harvey Weinstein. The episode did 439,000 after 477,000 a week ago.
A Current Affair was trying to mediate a neighbourhood dispute last night as feuding neighbours eyed each other over the fence line. A report on the safety of women walking at night and the advice they are being given followed with opposing opinions. After beginning the week on 870,000, Tuesday did 796,000.
Week three of Buying Blind and the episode dropped to 514,000 after 555,000 last week. Everybody seemed pretty happy with the work, including designer Shaynna Blaze who gave herself gold stars for nailing it. The producers managed to find a couple – Mags and Tyson – who had a big budget.
Tuesday night at the movies followed with Ocean’s Eleven, which kicked off the franchise. With a finish close to midnight, the average audience was 235,000.
Video game addiction was examined on The Project before writer Anna Daniels was on the road with the postie covering Australia’s biggest mail run. Tuesday was on 546,000 after 591,000 on Monday.
A history-making episode of MasterChef with Sashi Cheliah becoming the first person ever on the series to have two immunity pins – something that should see him safe well into the top 10 and maybe even winning series 10. The episode did 863,000 after 886,000 on Tuesday last week.
Lots of fun on Shark Tank again starting with a pair of tech yoga pants that saw Janine Allis on the floor doing a headstand. Later in the show the sharks were sampling chocolate. The show did 567,000 after 614,000 a week ago.
Making Child Prodigies did 376,000 at 8pm.
Back In Time For Dinner visited the 1980s, which saw the arrival of the microwave. The episode did a very consistent 573,000 after 572,000 a week ago.
The second and final part of Miriam’s Big American Adventure then did 362,000.
Episode three of Sinkholes: Deadly Drops did 254,000 at 7.30pm.
Jenny Brockie was then talking to teen parents on Insight for 146,000 viewers. The repeat didn’t screen in Adelaide or Perth.
Another night of bonus World Cup matches for SBS – but they were both in the early hours at 1am and 4am this morning.
The 10pm Colombia v Japan was always going to be an SBS match. It attracted the channel’s biggest audience with 475,000.
Meanwhile the Poland v Senegal match did 118,000 in the first half after 1am.
The Tunisia v England game had 96,000 watching with a 4am Tuesday start. A repeat later in the day did 72,000.
The Belgium v Panama match did 69,000 after 1am Wednesday.
|ABC||Seven Affiliates||Nine Affiliates||Ten Affiliates||SBS|
|ABC ME||0.5%||7mate||4.6%||GEM||3.4%||ELEVEN||1.9%||Food Net||0.8%|
|ABC ME||1.0%||7mate||6.2%||GEM||5.6%||ELEVEN||2.3%||Food Net||0.9%|
|TUESDAY METRO ALL TV|
16-39 Top 5
18-49 Top 5
25-54 Top 5
Shares all people, 6pm-midnight, Overnight (Live and AsLive), Audience numbers FTA metro, Sub TV national
Source: OzTAM and Regional TAM 2018. The Data may not be reproduced, published or communicated (electronically or in hard copy) without the prior written consent of OzTAM
France-based advertising giant JCDecaux is now thought to be the mystery party circling APN Outdoor, which is tipped to be in the crosshairs of a suitor, report The Australian’s Bridget Carter and Scott Murdoch.
Bids for Adshel are due next week and APN is the frontrunner to buy the division, although oOh!media and another party are also said to be in the mix.
JCDecaux is said to have made soft approaches to APN Outdoor about five times in the past to buy the business but never offered a high enough price.
Up to $10 million a year will be invested by the NSW Government so the state can continue to attract movies and TV series.
NSW Minister for the Arts Don Harwin said the money will be invested in Create NSW’s Made in NSW fund.
Made in NSW was announced in June 2016 and has been responsible for 12 international productions and 21 Australian television productions. Highlights include:
• Peter Rabbit (now greenlit for a sequel)
• Pacific Rim Uprising, Alien: Covenant
• Spider-Man: Homecoming post-production
• Mandarin-language miniseries Chosen
Harwin said the Made in NSW fund is critical to bringing big productions to NSW.
“When we first announced this fund, we set out to show Hollywood what NSW was capable of. I’m delighted to say that message has been received loud and clear, and we’re now extending our reach into Asia Pacific,” said Harwin.
To date, the fund has brought in a spend of over $412m from producers, created nearly 11,000 jobs and delivered $20 for every dollar invested.
Screen Producers Australia CEO Matthew Deaner congratulated the NSW Government and the Minister for the Arts Don Harwin on continuing the Made in NSW funding for another four years.
“I welcome the New South Wales Government’s announcement today that it will continue the Made in NSW funding for another four years. This funding is critical in supporting NSW-based screen production, which generates economic and cultural returns to New South Wales as well as many thousands of jobs.”
Australia’s representative at the 2018 Cannes Lions International Festival of Creativity – APN Outdoor – has congratulated McDonald’s Restaurants of Canada and Comedy Central, who were the Grand Prix winners in the Outdoor Lions category.
McDonald’s minimalist campaign, “Follow The Arches”, was created by the Canadian agency Cossette and was described by Outdoor Jury president Chris Garbutt (global chief creative officer at TBWA), as “pure and iconic”.
The campaign was based on the restaurant chain’s logo and directed drivers to follow the curves of the M in the arches in whichever direction they needed to go, with messages such as “Next Exit”, “On Your Left” and “Just Missed Us”.
Comedy Central’s winning entry, Donald J. Trump Presidential Twitter Library, was a satirical museum experience showcasing Trump’s relationship with Twitter. The free pop-up was created via Pop2Life. It was situated near Trump Tower in New York.
APN Outdoor is the official Australian representative of the Cannes festival. The company’s GM for marketing Charlotte Valente said: “While it’s disappointing our Australian entrants didn’t take home Gold, Outdoor still enjoyed the highest number of entries, with twice as many entries as any other category.
“The campaign from McDonald’s is a fantastic example of less is more. The brand leveraged its iconic logo to create something that is instantly recognisable yet never revealed the brand in its entirety to provide an informative message. Sometimes breaking the rules to cut through makes sense.”
Garbutt said: “The bigger narrative around outdoor occurs when human beings want to change something for the better and they take to the streets. Outdoor media has the ability to engage in a face-to-face conversation on the streets, so in a way it’s the most revolutionary medium we have,” he said.
Australia collected two awards in the Outdoor Lions category. CHE Proximity Melbourne took home a Silver Lion for “Inconvenience Stores” for Swann Insurance. Meanwhile, Y&R Melbourne collected a Bronze Lion for “Sip Safe” for Monash University.
Jennifer Keyte will commence her role with Network Ten presenting TEN Eyewitness News First At Five Melbourne from next Monday June 25.
Earlier this month, it was announced Keyte would be returning to her Network Ten home where she first began her TV news career in 1982. It was also revealed that she was replacing Stephen Quartermain, who is being sidelined.
There is no word yet about future of Quartermaine at TEN.
Keyte will present the bulletin alongside sports reporter Caty Price and weather presenter Mike Larkan.
Jennifer Keyte said: “It feels great to be part of the TEN Eyewitness News team again. To be working with such an experienced news team, including many old friends. I can’t wait to start.”
Lawyers for Chinese-Australian billionaire Chau Chak Wing have called for maximum damages in defamation proceedings against Fairfax Media, reports The Australian’s Deborah Cornwall.
Chau’s barrister, Bruce McClintock SC, told the Federal Court: “(Chau) is a wealthy man… but it is very, very important to my client that he be cleared.”
Chau is suing Fairfax Media and its former Asia-Pacific editor John Garnaut over an online article headlined “Are Chau Chak Wing’s circles of influence in Australia-China ties built on hot air?”
The article, published by The Sydney Morning Herald on October 16, 2015, alleged Chau was the unnamed Chinese businessman identified only as CC-3 in an indictment over charges of bribery of former UN General Assembly president John Ashe.
Federal Court judge Michael Wigney repeatedly challenged Fairfax Media’s submissions, even questioning why the article had referred to the $70 million Sydney mansion Chau had bought “sight unseen” from gaming tycoon James Packer. Justice Wigney reserved his judgment.
If the Logie Awards genuinely celebrated achievement in the Australian TV industry, Leigh Sales would regularly be in the running for the Gold, reports Fairfax Media’s Debi Enker.
Sales might not want or need such an accolade, but she certainly deserves the recognition.
Her regular exclusion indicates just one of the problems when a promotional vehicle for a fan magazine is mistaken for a fair acknowledgement of achievement. Candidates from the ABC are at a disadvantage in a game so strongly slanted toward commercial operators. So, Tracy Grimshaw: yes. Leigh Sales: no.
Sales is a class act: poised and professional, cool under pressure, more relaxed when the situation allows. She performs this role on a program that’s a perpetual target. The current affairs flagship is frequently in the firing line of the heated and persistent debate about ABC bias.
Acting legend Hugo Weaving is refusing to attend the TV Week Logies, reports News Corp’s Kris Crane.
Following his nomination for Most Outstanding Actor for Seven Types of Ambiguity, Weaving told Confidential he would not attend the awards ceremony.
Although Weaving’s nomination – his first in 12 years – is in a peer-assessed category, he said he felt the awards were a popularity contest.
Despite being one of Australia’s premier actors, Weaving confessed he has never attended the Logies.
“They (the awards) are just promotional tools for the TV channels themselves,” he says.
“I don’t like awards because I am generally being used by someone else to try to promote their thing.”
After a short break to create life and nurture triple j’s youngest listener, the ABC station is welcoming Veronica Milsom back to the triple j drive show, Veronica & Lewis, on Monday July 23.
Milsom said: “I can’t wait to be back at triple j. For me, the sooner I exchange baby spew rags for tune rags the better.”
The station has thanked Gen Fricker, who had been filling in on drive, co-hosting with Lewis Hobba.
Hobba said: “If I’d known that Gen joining the show would result in nine months of nonstop savagery and lies about my character I would have flat-out refused to work with her. But I’m so glad I didn’t because we’ve had so much fun on and off air and I’m excited that she’s going to keep popping by as a regular guest after 3pm to keep being a very funny pain in my arse.”
Fricker said she’s very proud of what she’s accomplished throughout her time on drive: “I’m very grateful to have had the opportunity to meet the intellectual tone and high level of discussion of the triple j drive show. Unfortunately, I didn’t take up that opportunity and will now live with the fact I spent the last nine months dumbing down the nation and spreading misinformation about Lewis. I regret nothing.”
Fricker will move back into her regular lunch shift from Monday July 23, but will also continue on drive as a regular special guest on Veronica & Lewis. Plus she’ll be working on online comedy content for triple j.
The moves mean Alex Dyson will end his lunch stint at the station. His last program will be this week – Friday June 22.
Looking after lunch for four weeks until Fricker takes back the slot will be Stacy Gougoulis from triple j weekend breakfast.
Guardian Australia’s podcast The Reckoning was recognised at the New York Festivals Radio Awards. It won the grand and gold award in the Best Digital Documentary category.
The series is presented by David Marr and Melissa Davey and produced by Miles Martignoni. The Reckoning examines how the royal commission came to investigate decades of child abuse, hidden by the Catholic church and other institutions.
Guardian Australia editor Lenore Taylor said: “Congratulations to the team behind The Reckoning – David Marr, Melissa Davey and Miles Martignoni. It is excellent to be nominated and win against some of the world’s leading radio producers.”
The annual New York Festivals Radio Awards recognise the world’s best audio content in all lengths and formats and across all platforms.
Other Australian winners at the awards night held at New York City’s Manhattan Penthouse were 2SER, ABC, SBS and the Australian Film Television and Radio School.
Internationally, RTÉ Ireland was named Broadcaster of the Year and TBI Media (UK) took home the award for Production Company of the Year.
A blockbuster weekend of rugby league on Nine’s Wide World of Sports will be kick-started with the first ever Holden Women’s State of Origin live on 9Gem from North Sydney Oval on Friday at 5.30pm.
Host James Bracey will be joined by injured NSW captain Ruan Sims and former Jillaroo Allana Ferguson for pre- and post-game analysis, with Sims and Ferguson also keeping a close eye on the action from the sideline.
In the commentary box Mat Thompson will call all the action alongside former Jillaroo Jo Barrett and the NSW Blues’ most successful coach, Phil Gould.
Nine commentator Ruan Sims said: “There are a number of great match-ups across the park, but keep an eye on the halves pairings of Ali Brigginshaw and Zahara Temara for Queensland, and Maddie Studdon and Lavina O’Mealey for NSW. The Blues will rely on current Dally M winner Simaima Taufa and former winner Kezie Apps to show the way in the forwards.
“The Queenslanders will relish the opportunity to wrestle back the title, with Brittany Breayley and Karina Brown completing a lethal spine for the Maroons.”
Nine’s director of sport Tom Malone said: “We are incredibly excited to be broadcasting the first ever Women’s State of Origin on Nine. Wide World of Sports has led the way in women’s sport through our association with the Southern Stars and the Jillaroos, and of course Super Netball.
“Along with our broadcast partners Holden and Harvey Norman, we are so proud to be part of this great initiative from the NRL – the first ever, stand-alone Women’s State of Origin. How good is that!”
TEG has announced further details of the previously announced Melbourne Esports Open, set to go down over the weekend of September 1 and 2 this year at Melbourne Park.
The company today confirmed a multiyear deal with video games publisher Riot Games, which will see the Oceanic Pro League Finals of its flagship game League of Legends headlining the Melbourne Esports Open (MEO) until 2022.
JB Hi-Fi has also been announced as the official presenting partner of the event for the next three years.
TEG and its MEO partner ESL have confirmed that another finals series of a major video game title will be added to the roster with an announcement tomorrow.
The event will also incorporate a true “open” tournament format, with amateur gamers invited to enter knock-out competitions against some of the best players across the region.
TEG CEO Geoff Jones said: “TEG is committed to creating an unforgettable experience across the Melbourne Park precinct for esports fans from all over Australia and overseas,” said Jones.
“On our projected attendances, the number of matches and the sheer scale of activity, the MEO will be the biggest local esports event staged in the Oceania region. As a celebration of the very best in esports competition, TEG Live and ESL aim to make this event the epicentre of esports in this country.”
Head of Oceanic Esports for Riot Games Daniel Ringland said: “The OPL had a stadium Grand Final at Sydney’s Luna Park in 2015 and Brisbane’s Courier Mail Plaza in 2016.”
“However, 2017 lacked a stadium Grand Final which was disappointing to our fans and didn’t reflect the magnitude of the OPL Grand Final, which selects the team who will go on to participate in the largest esports event the world has ever seen – the League of Legends World Championship.
“The Melbourne Esports Open solves for that in a sustainable, annual event and I’m thrilled to be able to deliver our fans a stadium event in Melbourne for the next five years.”
The Oceanic Pro League Finals will take place at Rod Laver Arena on Sunday 2 September. Tickets are on sale tomorrow ticketek.com.au.
Optus says it is confident it has resolved the technical problems that have marred its coverage of the 2018 World Cup, as marketing experts warned the telco’s customers and advertisers would still expect compensation, reports The AFR’s Yolanda Redrup.
Optus vice-president of regulatory and public affairs Andrew Sheridan told The Australian Financial Review that testing of its networks and changes made to its delivery technology had meant it had now broadcast five matches in a row with minimal problems.
This could mean that Optus will not need to extend its agreement with SBS to show all matches live. Sheridan said a concurrent plan to give away free Fetch Mini set-top boxes would also reduce problems further.