Money missing to show World Cup

Illustration: illustratsioon : Eero Barndõk

Within weeks, Estonian Public Broadcasting (ERR) chief Margus Allikmaa must find a way to show World Cup football – or decide to call it off.

Current state of affairs: even if trying to collect the money €10,000 at a time, from the ERR budget, to broadcast World Cup over ETV this upcoming summer, €100,000 might perhaps be found – still, half a million would be missing.

The issue has been discussed et the ERR council; the present options are as follows: 1) the money – €500,000 – will be given by government; 2) broadcasting right will be put to sale, Tallinn TV being a possible buyer; 3) World Cup will not be shown on Estonia’s screens at all; or 4) a national fundraising will transpire: should viewers-to-be amount to 200,000, each donating three euros, we’d have the funds.

This, however, could not be pulled off by ERR; the initiative should, for instance, come from Estonian Football Association. The national collection (the idea proposed by Andrei Korobeinik) would include advertisements and sponsorship money, resulting in a decent sum of support.

As admitted by council member Igor Gräzin (Reform Party), national collection first struck him as a lousy idea; now, after thinking it over, it seems not so stupid. «Considering the pedagogical idea of football, why not collect [money], for once, for common entertainment?» asked Mr Gräzin.

«Right now, ERR has no money. Over these past years, about a hundred people have been laid off and I see no place for significant savings as the council has been on the opinion that, on the screen, the austerity should not show.»

He asked, if viewers would agree to Õnne 13, Maire Aunaste or Vabariigi kodanikud, for instance, going off the air. «We cannot save on the account of original programmes, TV hosts, operators, lighting crew; that’s out of the question,» said Mr Gräzin.

The licence was purchased in 2007, when money abounded for everything. The sum needed for World Cup should be found in next year’s ERR budget totalling €23m. It is important to note that next year also features winter Olympic Games, broadcasting which costs €350,000.

While some have questioned the negotiating abilities of ETV sports desk head Marko Kaljuveer, the doubters will be sobered by knowing that for Finns World Cup will allegedly cost €8m. True – in Finland, the advertising market is something else, as well as viewership size.

For Tallinn TV, World Cup would surely be an all-time top, with audience skyrocketing over a month and a half. Tallinn TV head Toomas Lepp being the only one hinted by ERR chief Margus Allikmaa of the option to purchase the broadcasting right.

«Mr Allikmaa has informed us of readiness to offer us the broadcasts; even so, the price level will not allow us to even think twice. We don’t have the money, this is over our heads,» said Tallinn TV chairman Allan Alaküla and smiled: having such a sportsman for Prime Minister, to say nothing of the economy minister – money will probably be found.

«The ball’s on government court,» said he. Even so, to the knowledge of Postimees, Mr Lepp has paid a visit to Tallinn city government, to talk football – to understanding ears.

For starters, Estonian Football Association will see what ERR will do. «Of the possible collection, we heard for the first time; but the idea seems strange,» thought their media manager Mihkel Uiboleht.

«By paying taxes, the taxpayer has paid for ERR to work; as the football title tournament is among the most popular of all by audience, it would be natural and objective to use taxpayer money for that.»

ERR chief Margus Allikmaa promised new tidings in mid-week. «The prime minister has let it be understood that, perhaps, additional money might be found,» hopes Mr Allikmaa. For him, the national collection idea seems weird; never has this been attempted. «The wider problem is elsewhere: public broadcasting financed one year at a time. This has brought us to where we are now,» stated Mr Allikmaa. «While the idea is that we have our base budget and the option to apply for extra, which will undergo political decisions resulting in a yes or no – this is like going after a black figure in a dark room.»