TV war for free-to-air rugby rights

Three television channels are in the running for the rights to host free-to-air coverage of the Rugby World Cup.

TVNZ and MediaWorks both want to screen live coverage but there is a chance the free-to-air rights could go to Prime, as its owner Sky has won the hosting rights to the tournament.

Sky will produce the coverage of the World Cup for the global audience and has the pay television rights to all 48 games.

Chief executive John Fellet confirmed that Sky-owned Prime TV would be competing with TVNZ and MediaWorks for the free-to-air rights to 16 games, including the opening match, quarter-finals, semifinals and final.

Fellet doubted that Sky would be able to match MediaWorks and TVNZ in the battle for free-to-air as the large broadcasters would be likely to bid high as the rights were so important.

Last night MediaWorks and TVNZ confirmed they were bidding for the rights but would not comment further.

TVNZ spokeswoman Megan Richards said if the broadcaster did not think it was worth it, it would not be bidding.

The television companies will start negotiations with the Rugby World Cup agents IMG in the second half of this year.

Rugby World Cup Ltd's managing director Mike Miller claimed the organisation aimed to provide thepublic with the largest amount of free-to-air international rugby coverage seen since the Rugby World Cup in 2007.

Mr Miller said Sky was a proven world leader in rugby broadcasting and its appointment as host broadcaster was wonderful news for rugby fans in New Zealand who would be able to see every match of the cup live.

Mr Fellet said the 2007 cup set new tournament broadcast standards and was screened in more than 200 countries, reaching 4 billion people.

His company was looking forward to playing its part in the delivery of what is one of the world's largest sporting events.