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When the Nine Network took over the rights to broadcast some AFL games in 2002 (after years of being denied access to footage), McGuire became host of the Friday night TV coverage. This became controversial when fellow broadcaster [[Tim Lane]], long-time [[Australian Broadcasting Corporation|ABC]] chief radio caller, was also recruited by Nine but with a proviso in his contract that he would not have to call Collingwood games with McGuire. Lane believed that McGuire, as the club president, would be seen as less than objective and he didn't want to be associated with the conflict of interest.
McGuire insisted that he call all Friday night games, and Lane was sacked, or as McGuire would say - "boned" - (at considerable cost to Nine, as they had to pay out his contract). Many members of the general public have questioned McGuire's impartiality when calling games involving Collingwood.
During a Collingwood - [[Port Adelaide Football Club|Port Adelaide]] game at [[AAMI Stadium]], many Power supporters chanted "Eddie's a wanker" demonstrating how he has the power to polarise AFL supporters into Collingwood-non-Collingwood supporters and Victorian - non-Victorian supporters.
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