In a move that could reshape one of Australia's most cherished sporting traditions, Channel 7's Sports Director Chris Jones has confirmed the network's strong push to delay the AFL Grand Final start time.
The current 2:30 PM AEDT kickoff, a fixture in the Australian sporting calendar for generations, may be headed for a significant overhaul as broadcasters seek to maximize audience engagement and commercial opportunities.
Prime Time Ambitions
Jones revealed that Channel 7 is actively advocating for a later start, arguing that an evening timeslot would better serve modern viewing habits and capture larger audiences across the country.
'We believe a later start would be beneficial for the game and its fans,' Jones stated, emphasizing the potential for increased viewership in key demographic groups who typically engage more with evening television programming.
Tradition Versus Modernization
The proposed change represents a classic clash between sporting tradition and broadcast evolution. The afternoon Grand Final has been a sacred part of Australian rules football since 1991, creating memorable moments and family rituals around daytime viewing and post-match celebrations.
However, broadcast analytics suggest that prime-time sporting events consistently deliver higher ratings and greater advertising revenue, creating compelling business reasons for the shift.
Fan Reaction and Future Discussions
While traditionalists may resist altering such an iconic event, Jones indicated that discussions with the AFL have been productive, though no final decision has been made.
The network's push comes as broadcast rights negotiations loom, with timing of premium events becoming an increasingly valuable bargaining chip in sports media deals.
Any change would require careful consideration of multiple factors, including:
- Impact on interstate and international viewers
- Pre-match entertainment scheduling
- Post-game celebrations and travel arrangements
- Historical viewing pattern data
As the debate continues, one thing remains clear: the potential rescheduling of the AFL Grand Final represents one of the most significant potential changes to Australia's sporting landscape in recent memory.
