Mention the words "free-to-air" and "Scotland national team" and you’ll be met with a collective groan, disapproving nod or shrug of the shoulders. In times gone by, that’s been a justified response.
Viaplay’s radical new “strategy and plan” - which amounts to preparations to downsizing, partnering or exiting international markets - could present the proverbial opening of a new door as another creeks shut.
News of the Nordic broadcaster plotting a focus on matters closer to home raise obvious questions over the future for the Scottish League Cup, Scottish Cup and Scotland national team coverage.
However, to the credit of those at the SPFL and Scottish FA, there is little concern with payments up to date and no immediate expectation of drastic change.
The Viaplay Cup is expected to continue without a hitch this season despite the behind the scenes shake-up and cost-cutting with a quarter of staff to be laid of by the chief sponsors.
And national team fixtures won’t return until September leaving adequate room to manoeuvre should Viaplay deem the broadcast expendable.
It'd be easy to point the finger at the Scottish FA over the state of play of national team coverage in the wake of the major announcement, but any such accusation would be misplaced.
Instead, the governing body have ensured payments are already banked so far and are to an extent shackled over broadcast rights with UEFA responsible for the tender process and sale of international football rights for respective nations.
The current scenario, while possible to brand a bleak prospect for Scottish football, presents just as much opportunity as it does disappointment.
Nobody wanted Viaplay to fail and further complications to fans eager to keep on top of Scotland’s game with a Sky Sports and Viaplay subscription already a necessity to follow domestic matters.
Add in coverage of European fixtures involving Scottish clubs and a TNT Sports (formerly BT Sports) standing order is also required.
The SPFL, Scottish FA and respective clubs under the bodies may well not have been hit in the pocket from the Viaplay developments through shrewd business conduct, for which they must be credited, but for far too long fans have paid the price.
A possible exit from Scottish football for Viaplay – while not threatening the current financial or broadcasting set-up – could be the perfect opportunity to hit the reset button.
That’s not to suggest the SPFL alter efforts to secure the best possible deal for the domestic game or that the Scottish FA haven’t bothered to give a second thought about supporters.
Rather that, at a time where Scottish football is in a solid position, support for the national team at an all-time high this millennium and attendances continue to soar; a top TV deal that benefits the clubs, associations and supporters should be achievable.
Of course, the Viaplay Cup will continue in its current format without problem, it’s expected with sources relaxed over the situation, but news of the Nordic broadcaster looking to partner of exit the UK market in the future could be used to broker a positive outcome.
Sky Sports have a long-term deal in place to headline Scottish Premiership coverage, is it outwith the realm of possibility for the broadcaster to step in and partner with Viaplay to bundle all domestic league and cup coverage under one umbrella? Perhaps, that’s fantasy.
Although, it’s an avenue worth exploring if it both secured long-term financial security on all fronts and offers a small silver lining to supporters in Scotland.
The Scotland national team issue is similarly complex to alter, but sources remain equally relaxed about the unfolding Viaplay strategy for the future.
UEFA take charge of selling broadcast rights for national team meaning any change to the current TV deal would have to go through the main body. It’d be a long road, but if ever there is a time for the issue of free-to-air Scotland matches to become anything more than political lip-service, it’s now.
For the swathes of support behind Steve Clarke’s high-flying Scotland side at Hampden there are supporters unable to attend the national stadium and priced out of live coverage of matches.
Again, the fault does not lie at the feet of the Hampden hierarchy, but instead to the harsh reality of broadcasters bidding for the rights to exclusively cover the national team.
With so much going in the favour of the national team, it’d be a perfect opportunity to seize the moment and actively push for free-to-air coverage on public broadcasting stations.
England and Wales supporters have easy accessible coverage of their national teams, it’s about time the Tartan Army have that privilege too.
There are plenty of caveats, pitfalls and stumbling blocks, but perhaps this time the debate will get past a reluctant sigh and shake of the head.
Broadcasters should be banging down the door to take ownership of the Scottish game at domestic and national team level – if it’s time to close the door on Viaplay, so be it. It might just be a positive.
