New Zealand is a rugby mad nation. During the 2011 Rugby World Cup the game was everywhere – across nearly all New Zealand media, 24/7. But TV channel Four had no rugby content on its schedule whatsoever. So it positioned itself as ‘The Home of NOT Rugby’ – a destination where non-rugby lovers (or those suffering from rugby overload) could enjoy the latest award-winning TV shows. Viewership increased by more than ten per cent during the Rugby World Cup while all other free-to-air channels lost viewers. Nice result.
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