In the competitive landscape of Australian sports television, a fierce rivalry is unfolding between Channel Seven and Channel Nine, both vying for the attention of footy fans. This battle isn’t new; it’s a continuation of a long-standing war for viewers that has defined Australian television since its inception. The current front lines are occupied by two prominent programs: Footy Classified on Nine and The Agenda Setters on Seven.
This clash represents the latest chapter in a historic network feud, reminiscent of past skirmishes like the 6pm news wars, A Current Affair versus Today Tonight, and the late 90s showdown between Seven’s Live and Kicking and Nine’s dominant The Footy Show. While the format of these sports programs has evolved, the underlying network rivalry remains as intense as ever.
Behind the scenes, a significant producer battle is also underway, contributing to the similarities viewers might observe. Footy Classified is produced by JAMTV, Eddie McGuire’s company, for Channel Nine. Conversely, The Agenda Setters is a product of Rainmaker and SEN, the company headed by Craig Hutchison, and airs on Seven. This shared talent pool and production philosophy likely explains why the shows, at times, feel remarkably alike.
Footy Classified has been a staple since 2007. The Agenda Setters, in many ways, can be seen as a direct response or a spin-off, particularly given the movement of key personalities like Hutchison and Caroline Wilson, along with Kane Cornes, who have effectively transitioned between networks, recreating a familiar and successful format.
Channel Seven is unashamedly clear about its ambitions with The Agenda Setters. The very name of the program signals its intent to shape the narrative and dictate the talking points of the AFL week. Hutchison, a proponent of “snackable” content, has instilled this philosophy into the show’s production. Segments are meticulously crafted to be easily clipped and shared across social media platforms, complete with prominent reaction shots and captions designed for maximum online engagement.
Seven’s commitment to this strategy is evident in its expansion of the program to three nights a week. Furthermore, the network has launched an NRL version, underscoring its dedication to the format across different football codes. However, the necessity of a third weekly instalment for the AFL version is a point of contention.
For many viewers, Wednesday evenings are already firmly established as the domain of The Front Bar. Moreover, the coaching segment featuring Adam Simpson and John Longmire on AFL 360 is frequently cited as one of the most insightful and engaging discussions in footy media. By the time Wednesday rolls around, the week’s major talking points may have already been thoroughly dissected. Nevertheless, the midweek edition of The Agenda Setters deserves a fair chance before being subjected to harsh judgment.
A Snapshot of the Pre-Round 1 Battle
The lead-up to Round 1 provided a clear glimpse into the operational strategies of both programs. The Agenda Setters wasted no time in making a strong impression. On its Monday night debut, the show leaned heavily into opinion-driven content, with Kane Cornes and his colleagues swiftly critiquing St Kilda following their Opening Round performance.
Tuesday’s broadcast showcased Seven’s extensive newsroom capabilities. Mitch Cleary delivered reports on off-field indiscretions involving Hawthorn players Dylan Moore and Connor Macdonald. The panel then shifted its focus to North Melbourne, where Caroline Wilson issued a stark warning, suggesting the club could “implode” if significant improvements weren’t made swiftly under Alastair Clarkson’s leadership.
By Wednesday, The Agenda Setters began to explore broader themes. Trade speculation in the early rounds of the season often feels premature, akin to spotting Hot Cross Buns on shelves immediately after Christmas. Yet, the program delved into these topics, with the looming free agency of Port Adelaide star Zak Butters emerging as a key talking point. Another segment examined Richmond’s rebuilding phase and the club’s aspirations for new coach Adem Yze to deliver a premiership within a six to seven-year timeframe. For supporters of the Tigers, like the author, hearing about such ambitious long-term plans is a welcome “snackable” piece of content.
Footy Classified: A More Traditional Approach
Footy Classified adopts a distinct methodology. Its Monday night broadcasts typically serve as a traditional post-round analysis. Sam McClure, Damian Barrett, Jimmy Bartel, and Matthew Lloyd systematically addressed the weekend’s major storylines, including Carlton’s off-field dramas, St Kilda’s ambitious list management, Collingwood’s late-game composure, and the early warning signs at Hawthorn.
This is where Footy Classified continues to excel. The program retains a strong newsroom ethos, with Barrett and McClure spearheading the reporting, complemented by the sharp, former-player insights of Lloyd and Bartel.
However, there’s a yearning for the return of a specific segment: the classic “Hot Seat” interview. These interviews, where prominent figures in the game were placed under rigorous questioning, have become part of football folklore and delivered some of the sport’s most memorable television moments. As a non-rights holder, Nine possesses the leverage to probe more deeply than many, and a thorough grilling of the game’s decision-makers would undoubtedly attract a significant viewership.
The Tuesday edition of Footy Classified presents a slightly different persona. While Monday focuses on reacting to the weekend’s events, Tuesday delves into the industry intricacies of the AFL. Eddie McGuire takes the hosting reins, joined by James Hird, AFL Media’s Cal Twomey, and the returning Dermott Brereton. McGuire, a seasoned football journalist, thrives on breaking news before his rivals. Twomey serves as the league’s de facto contract expert, while Hird offers analysis through a coaching and list-management lens. It’s particularly gratifying to see Hird back involved in the game, contributing his expertise. Regardless of past controversies, the sport is generally enriched when its legends remain engaged. Brereton’s re-entry into the Nine fold after his tenure at Fox Footy adds a welcome element of old-school unpredictability.
The Interconnected Media Ecosystem
The Australian Football League media landscape is inherently interconnected. It’s common for personalities to feature across multiple networks and platforms throughout the week. By the end of a typical week, the same stories have often traversed television, radio, podcasts, and social media. Consequently, the primary race is no longer solely about breaking a story first.
The real competition now lies in being the initial destination for viral clips and, crucially, winning the ratings battle.
Ultimately, the contest between Footy Classified and The Agenda Setters can be likened to the rivalry between major supermarket chains like Coles and Woolworths. There’s considerable overlap in their offerings, yet each maintains its unique approach. Unlike the supermarkets, neither network appears intent on exploiting the audience. (One might consider Fox Footy analogous to Costco, given the subscription barrier to entry).
As for where this particular viewer will be tuning in each week, that will likely depend on which program offers the most compelling “specials” – the most engaging content and insightful discussions.
