The ride continues

The news that SBS will continue to screen the Tour de France live through to 2017 is a reward for decades of commitment, writes Michael Tomalaris.

I must admit the news was more of a relief than a pleasant surprise.

At a time when the "vultures were circling", network management has come good on its pledge to expand the cycling portfolio at SBS.

It's no secret commercial interest to cover the Tour de France has sky-rocketed in recent years, particularly since the successful rise of Australian riders and the domination of Lance Armstrong.

Personally, it's a move I welcome - and not because it secures me another seven visits to France (I hope) - but it's a just reward for 20 years of loyalty and commitment to covering the world's best sporting event.

ASO's relationship with SBS began in 1990 when Tour organisers made contact with the network and basically handed their product over on a "platter" for a fee worth next-to-nothing.

They offered SBS the broadcast rights of a three-week bike race where 30 minute highlights would be produced by British TV using the English-speaking commentary of Phil Liggett and Paul Sherwen

Not surprisingly, the coverage was slanted towards Chris Boardman who, at the time, was British cycling's white knight.

Little was written or said about the new-wave pioneers which included Phil Anderson, Michael Wilson, Stephen Hodge and Neil Stephens.

Nonetheless, it was the start of a beautiful friendship - one that we feel has developed the understanding of a sport to what it is today and changed the viewing habits of Australian television.

Believe me, it has taken a long time.

I can remember when department heads baulked at the idea of continually sending myself and small team ever year to cover the race.

In the late 1990s sponsors showed no interest, viewer numbers were almost non-existent and it seemed the Tour was destined to be banished from Aussie television screens.

The thinking was that "it would have been much cheaper to keep Tomo at home and take the British coverage again."

But to SBS' credit, management stayed loyal and the investment eventually brought the dividends to the network it currently enjoys.

My how times have changed as the Tour de France is one SBS' flagship events.

These days, the corporate world clamours for a chance to grab a slice of the TdF's advertising market.

That said, viewers have come to realise that world cycling offers more than covering the Tour every July.

And that's the reason for the renewed excitement as I feel expanded live coverage of many other major events is not far away, beginning with the Paris-Roubaix on April 12 followed by the breakthrough live coverage of every stage of the Tour of California in May.

The sky is the limit as, I'm sure, the network's continued commitment to cycling will rival the many hours it currently devotes to world football - our other passion at SBS Sport..

Keep watching because this ride ain't over yet!