It joins the night grand final as the new thing the AFL wants to condition fans to,mainly because the broadcaster likes it.
Channel Seven knows that in a lot of games the drop-off rate of viewers after the long break is too great. In fact,the network's Melbourne managing director,Lewis Martin,made a presentation with just that point.
So how do you keep viewers in front of the TV? Don't give them time to move away. And what the broadcaster wants,it normally gets ... see you on Good Friday.
To be clear,shortening games is not a bad idea. But the bits that needs shortening are the quarters that routinely run for more than half an hour.
The breaks could be shorter,but not halved. How will 50,000 people – let alone double that at the big games – go at getting out to the bathroom,buying an expensive,mid-strength beer and a pie,and getting back to their seats in half the time they normally do?