AFL Media
AFL Mediais an Australiansports mediacompany operated by theAustralian Football League(AFL) to provide coverage of the league and the sport ofAustralian rules football.
History
[edit]Established in 2012, AFL Media provides content to AFL.com.au and the AFL Livemobile app,and formerly published theAFL Recordfrom 2012 to 2018. AlthoughTelstracurrently holds the digital media broadcasting rights for AFL games, there is an agreement in place that allows AFL.com.au to host video content fromTelstra Media.[1]Telstra also receives the advertising revenue from the website.[2]Although AFL Media is located in the same building as the AFL's headquarters inDocklands, Victoria,it employs an independent editorial and journalist team to report on the league and produce content on its various mediums.[2]
Since its inception as a business, AFL Media had published the match-dayAFL Record;howeverCrocmediaacquired the publishing arm of AFL Media in July 2018, and will assume the operations of producing theAFL Recordand its related brands from 2019.[3]
Controversy regarding the standing down of Mitch Cleary
[edit]The standing down of Mitch Cleary was a controversy was a dispute centred around AFL Media's decision to stand down journalist Mitch Cleary for posting a tweet revealing Brooke Cotchin, the wife ofRichmond TigersplayerTrent Cotchin,had breached theAustralian Football League‘s (AFL)social distancingrules in the interstate "hubs" that all Victorian and New South Wales AFL teams were in following a resurgence ofCOVID-19 in VictoriaandNew South Wales.[4]The move was widely condemned as a “betrayal of journalism”, and it led to widespread public backlash, with many figures urging AFL Media to reinstate him to his position.[5][6]Among the figures calling for his reinstatement was Brooke Cotchin, who voiced her support for Cleary in a tweet.[7]Due to the backlash, AFL Media eventually walked back on their decision, reinstating Mitch Cleary to his previous position.[8]
Reactions and aftermath
[edit]JournalistCaroline Wilsonrecommended that Cleary, who she deemed a "serious journo", should stop working for AFL Media.[9]After the incident, fellow AFL Media journalistDamian Barrettdeclared his support for the AFL’s decision, a statement which was widely criticised.[10][11][12]
The controversy resulted in a significant worsening of approval towards AFL Media, with several figures, including president of theCollingwood Football ClubEddie McGuireand radio broadcasterGerard Whateley,stating that it had undermined the image of AFL Media as being independent from the Australian Football League.[13][6]JournalistRohan Connollydeemed the event a "disaster", and he stated that it was the product of a gradual decline in the quality of AFL Media's reporting. He went on to state that the event could undermine public confidence in the AFL.[14]
Content
[edit]AFL Media provides content for a range of digital products including AFL.com.au and the 18 clubs' official websites, the AFL Live mobile app and the various social media channels operated by the AFL on platforms such asFacebook,Twitter,SnapchatandInstagram.[1]It also produces a range ofpodcastsand online videos analysing various aspects of the AFL, as well as operating the league's photography and film departments: AFL Photos and AFL Films, respectively.[1][15]
It has been speculated that AFL Media could potentially control the broadcast of AFL games in future broadcasting agreements, and either directly sell to audiences itself or on-sell the content to free-to-air and subscription television networks.[15][16]
Criticism
[edit]Due to its direct affiliation with the Australian Football League, AFL Media has received criticism from rival media outlets and journalists questioning whether it can truly provide independent coverage of the league, and that it is not just apublic relationstool.[1][15]FormerSt KildacoachGrant Thomaspublicly reiterated this criticism in 2016, stating that AFL Media was "avoiding" reporting on several controversial issues to protect the AFL's brand.[17]
References
[edit]- ^abcdJoshi, Kruti (13 May 2017)."How AFL Media and Broadcasting remains independent".Mediaweek.Archivedfrom the original on 18 March 2018.Retrieved9 September2018.
- ^abHayes, Alex (2 April 2015)."How AFL Media became Australia's biggest sports platform".Mumbrella.Diversified Communications.Archivedfrom the original on 17 March 2018.Retrieved9 September2018.
- ^"Crocmedia acquires AFL's publications business".B&T Magazine.The Misfits Media Company. 26 July 2018.Archivedfrom the original on 26 July 2018.Retrieved9 September2018.
- ^Ralph, Jon (3 August 2020)."AFL Media journalist Mitch Cleary stood down over Brooke Cotchin tweet".The West Australian.Retrieved4 August2020– via Herald Sun.
- ^Riordan, Joey (3 August 2020)."'Betrayal of journalism': Footy world demands AFL backflip on Mitch Cleary controversy ".Seven News.Retrieved4 August2020.
- ^abGarlepp, Josh (3 August 2020)."Gerard Whateley slams AFL for 'betrayal of journalism' as Mitch Cleary is indefinitely stood down".The West Australian.Retrieved4 August2020.
- ^Valencich, Glenn (3 August 2020)."Brooke Cotchin urges AFL to reinstate journalist Mitch Cleary".Seven News.Retrieved4 August2020.
- ^Murphy, Catherine (3 August 2020)."AFL journalist Mitch Cleary resumes job after being stood down for tweeting photo of Brooke Cotchin's coronavirus breach".Australian Broadcasting Corporation.Retrieved4 August2020.
- ^Vlotis, George; De Silva, Chris (3 August 2020)."Caroline Wilson urges Mitch Cleary to consider leaving AFL after 'heavy-handed' stand-down call".Nine Sports.Retrieved4 August2020.
- ^Ryan, Peter (4 August 2020)."Damian Barrett backs AFL decision to stand down Mitch Cleary".The Age.Retrieved5 August2020.
- ^Waterworth, Ben (5 August 2020)."'The Voice of Treason': Tim Watson hits back on radio after Damian Barrett's swipe ".Fox Sports.Retrieved5 August2020.
- ^Naghten, Tom (20 April 2019)."Luke Hodge whacks 'absolute knob' Damian Barrett over Sliding Doors column".Sporting News.Retrieved4 August2020.
- ^Fox Sports Staff (3 August 2020)."'No problem being independent when shredding clubs': Eddie slams AFL's journo suspension ".Fox Sports.Retrieved4 August2020.
- ^Connolly, Rohan (5 August 2020)."The AFL's Mitch Cleary disaster just the tip of a worrying iceberg".ESPN.Retrieved6 August2020.
- ^abcHappell, Charles (28 April 2013)."More footy reporters than the Herald Sun: why the AFL's media play threatens the big media players".The Citizen.University of Melbourne.Archivedfrom the original on 24 March 2018.Retrieved9 September2018.
- ^Macintyre, Stuart (15 August 2011)."AFL boss Andrew Demetriou: 'We are trying to control as much as we can control'".The Conversation.The Conversation Media Group.Archivedfrom the original on 4 May 2017.Retrieved9 September2018.
- ^SportAL (13 October 2016)."AFL's media department is biased - former coach".Sporting News.Perform Group.Archivedfrom the original on 9 September 2018.Retrieved9 September2018.