Australian Business Asia bats for the footy

The televising of the Aussie Rules into South East Asia is under threat. Two days ago, Australian Business Asia, comprising the regional Australian Chambers of Commerce, made a submission to the Australian Minister for Foreign Affairs, Kevin Rudd. Its submission, which can also be found on Auscham’s website, is reproduced below. Or, to view the original in pdf form, click onto Letter to the Hon Kevin Rudd, Minister for Foreign Affairs regarding Australia Network.

Dear Minister

Australian Business Asia (ABA) is the name given to the grouping of 16 Australian Chambers of Commerce and Business Councils operating throughout Asia. ABA’s mission is to provide a collective voice for this group.

ABA understands the Government will soon select a broadcaster to provide Australia’s overseas television service, the Australia Network. It has been drawn to our attention that as part of the tender parameters for the new contract, the preferred supplier will be required to reduce the amount of Australian sport broadcast. This is stated as being intended to be part of an effort to better cater to the intended target audience, which appears not to include the Australian diaspora.

We support strongly Australia Network’s role in showcasing Australia, its interests and its values to an overseas audience. Indeed, as Australians with similar objectives of promoting Australia, the Australia Network is for us a valuable tool we employ frequently in our efforts to ensure that Australia and Australians are seen in the best possible light.

We have two primary concerns in relation to the proposed focus of the Australia Network and the consequent decisions that may have for programming.

1. First, many Australian businesses in the region leverage the programs on the Australia Network – particularly Australian sport – to engage our foreign colleagues and business contacts. We are of the view that a significant reduction in Australian sport on the Australia Network would reduce our options for engaging with local business in an environment which is promotional of Australia. In its 2005 report entitled “They still call Australia home: Inquiry into Australian expatriates” the Senate Legal and Constitutional References Committee found that Australian expatriates are an “underutilised resource: not only are they an asset in terms of promoting Australia and its social, economic and cultural interests; they are also ambassadors for our nation”. Since that report the forces of globalisation have only intensified, consequently magnifying even further the important role that the Australian diaspora plays in advancing Australian interests overseas.

There also appears to be a viewpoint that Australian sporting events are of no interest to the “intended target audience”. We disagree. Sport, particularly Australian Rules football, is quintessentially Australian and has always been an important aspect of Australian culture and national identity. It is important that this is not just recognised by Australia’s overseas television broadcaster, but celebrated!

2. Second, Australia Network is an important tool for the Australian Government in its efforts to win back the Australian diaspora. Australia Network provides an essential connection to Australian culture for Australian expatriates of all ages living overseas. The Senate Legal and Constitutional References Committee report further recognised the need for the Australian Government to engage with the Australian diaspora, looking to increase the likelihood of return of this worldly resource to Australia.

The Australia Network provides the Government with an important tool to connect (and reconnect) the Australian diaspora with Australia. Given the sporting nature of Australians, the value of high quality Australian sports in providing this connection should not be underestimated.

It is our contention that the Government should not be de-emphasising the broadcast of Australian sport on the Australia Network. Rather, the Government should be insisting on a mix of programming that not only promotes Australia in the best possible light but also provides Australian businesses with opportunities to leverage in international markets, and which fosters a connection to current Australian society for the Australian diaspora. High profile Australian sport such as Australian Rules football and the rugby codes are essential in this regard and should feature prominently in Australia’s overseas broadcasting.

We therefore ask that you reconsider the Government’s position on Australian overseas broadcasting and programming on the Australia Network.

Yours Sincerely,

John Dick, Chairman
AUSTRALIAN BUSINESS ASIA
21 June 2011

  • AustCham Beijing
  • Australian Business Association Cambodia
  • AustCham FUjian
  • AustCham Hong Kong and Macau
  • Indonesian Australian Business Council
  • Australian and New Zealand Chamber of Commerce in Japan
  • AustCham Korea
  • Australia New Zealand Business Association in Laos
  • Malaysia Australia Business Council
  • Australian New Zealand Chamber of Commerce, Philippines
  • AustCham Singapore
  • AustCham Shanghai
  • AustCham South China, Guangzhou
  • Australian and New Zealand Chamber of Commerce Taipei
  • Australian -Thai Chamber of Commerce, Thailand
  • AusCham Vietnam

Cc: The Hon. Dr Craig Emerson MP, Minister for Trade
The Hon. Julie Bishop MP, Shadow Minister for Foreign Affairs