POSTED: April 6th 2010
NewsUpdate
Sports reporting code sets standard for both the media and governing bodies
KEIR RADNEDGE / Sports Features Communications
LONDON, Apr 06: Sports and media organizations all around the world - and in all sports from cricket to football, from athletics to swimming - to should take note of the publication of a remarkable sports reporting code of practice.
The removal of timed controls on so-called ‘running reports’ and on web publication of still pictures are two significant features contained within the code which has been agreed by representatives of both sports organizers and media organizations.
Lengthy and complex discussions during and after an Australian Senate Inquiry led to the creation of the code which is voluntary. Its terms of reference apply only to Australian sport but it should provide a sound basis for its consideration, and perhaps its adoption, worldwide.
The Code of Practice for Sports News Reporting was brokered by the Australian Consumer and Competition Commission. An agreed statement described it as having “creating a benchmark for how news media organizations and sports bodies can work together to ensure a balance between a free press and the needs of commercialized sports.”
'Surety of the future'
Mark Hollands, chief executive of the Pacific Area Newspaper Publishers' Association, said: “The code gives publishers and agencies surety of their future in the digital age. Media accreditation can no longer be denied on the basis of where the journalism will be published.
“This means the Australian public can receive their sports coverage from a wide selection of providers on their preferred platform – whether that is print, the internet, mobile phone or the e-readers of the future.”
The concept of the code is recognizing the right of sports organizations to protect their specific areas of commercial operation while ring-fencing the media’s right to report without fear of spurious restrictions.
An example of the search for balance can be found in the paragraph dealing with website photograph coverage of a live sports event. Thus media organizations “will not use photographic material taken from the venue to simulate video of the event.”
Live event balance
The code also takes a realistic approach to provision of news during a live event. In some countries such ‘bulletins’ are permitted only within restricted time slots. These are perceived by media organizations as denials of the rights of freedom of the press.
The code does not recognize formal time slots, stating only that media organizations are bound to “ensure that the frequency of updates from the venue is reasonable for the purposes of news reporting and does not approximate live or continuous coverage.”
The code also refuses to recognize any right of sports organization to claim a share in photographic copyright. However, it does place upon accredited photographic operators the obligation to make pictures available to the organizer free of charge for largely internal, non-commercial use.
Hollands paid tribute to the negotiating drive provided by Senator Stephen Conroy, the Australian Minister for Broadband, Communications and the Digital Economy, saying: “He is to be congratulated for taking the initiative to end years of argument and tension between media companies and sports bodies.”
Gosper role
The committee to oversee the code’s operation will be headed by Kevan Gosper, former vice-president of the International Olympic Committee. Hollands will be secretary.
Representatives on the initial committee are – Sport: Australian Football League, Australian Rugby Union, Cricket Australia, National Rugyby League, Tennis Australia. Media: Fairfax Media, News Limited, Australian Associated Press, Agence-France Presse, Getty Images.
Keywords · Code of Practice · freedom of the press · Australian sport · Gosper · Premier League
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