TV3 signals end for prime-time rugby

Super 14 and NPC rugby broadcasts will lose their prime time free-to-air slot next season, TV3's owner said yesterday.

Nor is it certain that the channel will buy the rights to delayed broadcasts of rugby matches. "We can make more money by slapping on a movie," said CanWest MediaWorks chief executive Brent Impey. "Commercial reality is biting."

The company is in talks with Sky Network Television over the rights to broadcast rugby in 2006.

"Negotiations remain in progress and are by no means a certainty," said Mr Impey. "Six years ago free-to-air delayed rugby rights were important and we were delighted to get them. Three years ago, with the Lions tour this year, it was also very beneficial to get them. As we go forward and Sky's penetration is increasing, they are less of a priority."

He said if the company did buy the rights, Super 14 and NPC rugby would be broadcast off-peak, outside prime time. That would mean before 6pm or after 10.30pm - possibly at 4pm on a Saturday or Sunday.

On the weekend, the Canterbury versus Otago NPC semi-final achieved 14 per cent of TV3's target 18-49-year-old audience on Friday night.

Saturday night's Auckland versus North Harbour match had a 10 per cent audience share.

In contrast, 3 News on Friday night took a 39 per cent share of the same demographic.

But the hopes of those wanting to watch free rugby on a Saturday night may not yet be dead.

TVNZ's head of content, Stephen Smith, said: "TVNZ remains interested in taking any opportunity to return to being a rugby broadcaster."