Rugby fans in the north Otago town of Waitaki looking forward to watching the All Blacks v France game on their analogue sets at the weekend were gravely disappointed.
A failure in the transmitter on Cape Wansbrow on Friday meant TV3 has been off the air ever since for analogue viewers.
Residents owning Sky or Freeview were not affected by the failure.
TV3 was the only free-to-air channel to show the All Blacks game live in the area.
Today's Technology, the company that runs the transmitter, said it tried its best to get TV3 back on air and the timing of the failure was "really, really, really unfortunate".