ITV Outlines Rwc 2007 Media Strategy

Host broadcaster ITV has revealed the details of its coverage of the upcoming
Rugby World Cup across all its TV channels and ITV.com with a heavy focus on its
digital strategy.

ITV, which holds the exclusive TV rights to the tournament, will simulcast
live coverage of matches broadcast on ITV1 and ITV4 through its website,
featuring real-time stats that will be displayed alongside the downloadable
media player.

The broadcaster has also launched a dedicated website, www.itv.com/rugby, to host a range of
tailored content including three-minute highlights packages of all Rugby World
Cup 2007 games.

The site also features a RWC video blog as well as a tournament guide and
insights into the sport from former England centre and Rugby World Cup 2003
winner, Will Greenwood.

The broadcaster is also planning to offer exclusive ‘behind the scenes’
footage as well as access to ITV’s archive of highlights from previous
tournaments.

ITV Mobile will support the tournament with a dedicated mobile portal
containing breaking news updates as well as games, World Cup anthem ringtones
and wallpapers.

ITV Interactive will provide red button access for news, fixtures lists,
results, team and player profiles and match analysis.

ITV’s coverage of the tournament will begin on Thursday 6th September with an
hour-long programme of highlights from the Rugby reUnion dinner – an official
evening celebrating 20 years of the tournament’s history organised in
conjunction with Benchmark Sport and The Daily Telegraph.

Live match coverage will begin the following day with the first action from
the tournament to be held in France.