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'Unbelievable greed': Aussies at centre of ugly new swimming 'disgrace'

Throughout the first few days of the swimming world championships, fans have been captivated by the drama and controversy.

However hordes of fans have been left asking the exact same question: Why can’t we watch it on TV?

For just the second time in the last 33 years, a swimming world championships is not being shown on Australian free-to-air television, and it’s also not available on British TV.

Swimming fans in Australia and the UK have been forced to watch the action in South Korea on the iSwim app, or pay $40 to live stream it on FINA TV.

Mitch Larkin, Matthew Wilson, Emma McKeon and Cate Campbell won gold in the 4x100m mixed medley relay at the world championships. (Photo by Maddie Meyer/Getty Images)
Mitch Larkin, Matthew Wilson, Emma McKeon and Cate Campbell won gold in the 4x100m mixed medley relay. (Photo by Maddie Meyer/Getty Images)

While Channel Seven have broadcast the major Australian and national swimming meets over the last few years, FINA were unable to find an Aussie TV broadcast partner for the current world championships.

According to the Sydney Morning Herald, that’s because FINA were unwilling to negotiate on demands for a reported $500,000 broadcast agreement.

As journalist Phil Lutton said in the article: “With travel and commentary and broadcasting costs included, the final figure could be as much as $800,000.

“Swimming's governing body would rather starve one of its key federations of live coverage of (the) world championships in Korea than budge on a rights deal.”

The report saw Aussie swimmer Maddie Groves slam FINA’s ‘unbelievable greed’ on social media:

“The traditional sports television model is no longer viable,” media analyst Peter Cox told the ABC.

"In the old days you could have sports as your loss-leader, because they drew people to your networks and you made your profitability out of your programs around them."

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It means Aussie fans have been robbed of seeing teenager Ariarne Titmus shock Olympic champion Katie Ledecky for gold in the 400m freestyle - handing the American her first loss at a major meet since 2012.

We also couldn’t watch Cate Campbell pull off an extraordinary comeback to secure gold in 4x100m mixed medley relay on Wednesday night.

Trailing by a body length, Campbell produced a stunning anchor leg to help Australia upstage an all-star United States team.

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It was Australia's third gold medal at the halfway mark of the eight-day titles at Gwangju, South Korea.

Campbell had it all to do in the final leg, diving into the pool a body length behind Simone Manuel, but she remarkably reeled in the American to touch in front of the Olympic 100m champion by 0.02 of a second.

Ariarne Titmus upstaged Katie Ledecky in the 400m final. (Photo by Quinn Rooney/Getty Images)
Ariarne Titmus upstaged Katie Ledecky. (Photo by Quinn Rooney/Getty Images)

Campbell's heroics helped Australia - also comprising of Mitch Larkin, Matthew Wilson and Emma McKeon - win in three minutes, 39.08 seconds.

It was Campbell's second gold at the meet after shining in Australia's 4x100m freestyle relay win on Sunday's opening night.

Australia were tipped to win gold medal No.3 earlier on night four but Titmus was upstaged by Italian veteran Federica Pellegrini in the 200m freestyle final.

Titmus was the hot favourite after the withdrawals of main threats Katie Ledecky of the United States, Australia's Emma McKeon and Canada's Commonwealth Games champion Taylor Ruck.

The 18-year-old appeared to be the one to beat after a shock 400m freestyle win over American great Ledecky on Sunday night.

She was aiming to become the first Australian woman to claim the 200m-400m freestyle double at a world titles.

with AAP