Australian telecommunications company Optus has been hit with criticism from consumers after unveiling the pricing strategy for its exclusive coverage of football’s English Premier League.
Optus in November acquired exclusive rights in Australia for all Premier League games in a deal that will run for three seasons, from 2016-17 to 2018-19.
Pay-television operator Foxtel, which has been the Premier League’s sole broadcaster in the country since 1997, will be dislodged as the league’s rights-holder in Australia and Optus has today (Wednesday) been met with a backlash over its strategy for exploiting the rights.
Optus has said new and existing customers on home broadband, mobile broadband and post-paid mobile phone contracts can watch the Premier League from A$15 (€10/$11.5) per month.
However, to watch every game fans will need to sign up to the Optus network with a current broadband, mobile or Yes TV contract required to access the coverage. The Australian Financial Review notes that no provision has been made for consumers who solely want to view the Premier League without signing up for other unrelated products.
Optus customers on plans valued at A$85 or above per month will be able to watch the Premier League at no additional cost. The minimum subscription available is A$40 per month, but new customers will be tied to 24-month contracts. Fans wanting a ‘big-screen’ option will have to pay A$2,160 over 24 months for Optus’s Fetch TV service.
Optus has defended its strategy and has also pointed to the benefits of its service, which will include Australia’s first 24/7 Premier League channel. “While you'll need to be an Optus customer to get all the EPL action, Optus research shows that close to two in three (63 per cent) football fans, who are not already Optus customers, are out of contract for at least one of their fixed broadband or mobile services,” Optus managing director of marketing and product Ben White said in a statement.
“We're confident that when these fans see our range of great value EPL-ready plans, they'll be convinced that now is the right time to switch.”