CRAIG Hutchison’s reign as the radio rights kingmaker is coming to an end.

The AFL is going over the final details of a new radio broadcast rights agreement with a restructuring of Hutchison’s Sports Entertainment Network role looming as the main change.

In a piece of genius negotiating back in 2016, Hutchison (below) became the umbrella rights-holder, which meant he oversaw match-day calling and programming agreements with all AFL broadcasters across Australia.

It was a bold and gutsy move – the overall radio rights deal doubled from $5m to about $10m for six years – but it enabled Hutchison to get better advertising deals with companies as he was able to push them not just across SEN but rival stations as well.

Games broadcast through SEN’S AFL Nation then appeared in interstate markets on 5AA in Adelaide and 6PR in Perth.

Part of the deal had Hutchison take control of the high-rating 3AW show Sports Today hosted by Gerard Healy and Sam McClure.

In a bizarre situation, SEN took over that show’s production even though it remained on 3AW at 6pm weekdays and would then syndicate it out around the country.

However, Hutchison’s power base is set to be eroded with Nine Radio boss Tom Malone, whose company took over the ownership of 3AW in 2019, keen to take back control of the station’s programs.

At the top of the list is taking back the popular drive show and rebranding it under the Wide World of Sports banner.

Malone also wants to do his own syndication, which was Hutchison’s great jewel in the crown of the 2016 deal.

While the SEN boss will still play a key role in the AFL radio world and continue syndicating to his expanding empire of stations around the country, the new rights deal will have a different look to the previous blockbuster deal.

Triple M, K-Rock and the ABC are all expected to remain as AFL broadcast partners.

CULBERT DEPARTS AS GAMES MEDIA CHIEF

THE Commonwealth Games Association has been rocked by the shock resignation of its media boss David Culbert.

Culbert has decided he can no longer combine his commentary duties with running the PR for the Commonwealth Games.

Regarded as one of the best media managers in the business, the former Olympic long jumper is keen to explore more opportunities behind the microphone.

Culbert was last month awarded the Sport Australia Media Award for Best Sport Coverage on TV for his commentary across Channel 7’s Tokyo Olympics coverage, which included his memorable call of Jess Fox’s canoe gold medal alongside Jess’ father, Richard.

He was heard on Monday commentating the Stawell Gift for Seven alongside Jason Richardson, Bruce McAvaney and Tamsyn Lewis.

Culbert has an extensive CV, which includes covering six summer Olympics, three Winter Olympics, six Commonwealth Games and numerous Australian Opens.

Given Channel 7’s recent introduction of new faces to its AFL coverage, don’t be surprised if Culbert turns up on a Sunday down the track in the booth next to Brian Taylor.

YOUNGSTER’S MEDIA BREAK TO THE MAX

ONE of the great underrated qualities about media success stories such as Eddie McGuire and Craig Hutchison is their commitment to promoting youth.

They both remember where they came from and how they climbed the ladder so anyone with a bit of spunk gets a kick-along.

“Hutchy” has found a budding protege in the form of 15-year-old Max Becker, who he has given a hosting gig on SEN this Sunday.

Becker will be co-hosting The Kids Edition alongside AFL Bulldogs star Ellie Blackburn.

His big break came about after Max reached out to Hutchy on his own podcast The Sporting Max.

So impressed was the SEN boss that he didn’t just give the kid a co-hosting gig but he has also aired the podcast at 7am on Sundays. scott.gullan@news.com.au