IRB Shows its Video Stance as ‘Nonsense’

The Newspaper Publishers' Association believes coverage of the Rugby World Cup in leading Australian newspapers has not been diminished by the journalists' refusal to sign media accreditation documents.

Even though reporters of Fairfax Media and News Ltd are not filing from the games in New Zealand, they have achieved world-class coverage in print and on digital platforms.

The press box boycott by journalists stems from a row over restrictions demanded by the tournament organiser, the International Rugby Board (IRB), over the posting of match highlights.

Newspaper publishers refused to be restricted to a 90sec limit and would not agree to pull-down highlights after 48 hours, or block video to users outside Australia, an action known as geo-blocking.

They also railed against being told by the IRB that their traditional business model of placing ads before and after the footage would not be tolerated. The IRB initially did not want any match highlights on the web but finally moved to a 90sec limit. It claimed any greater coverage would diminish the value of TV and radio licensing deals signed by broadcasters.

"This artificial limit has proved to be total nonsense," said Association chief executive Mark Hollands.

"Videos of up to 6 minutes are being posted by the IRB on its own site, www.rugbyworldcup.com

"None of them are geo-blocked, footage is far older than 48 hours and every game is online.

"This begs the question, why is it that more than 90 seconds of video will be detrimental to rights holders if it is posted by a news organisation but not if it's posted by the IRB itself?

"The IRB accused Australian newspaper publishers of undermining its business and, in turn, denying funds to emerging rugby nations in the Pacific.

"Its aim, however, was to restrict media reporting around the world and drive users to its own 'official' site.

"It wanted to be a content provider, not just a tournament organiser."

Mr Hollands said Australian newspaper publishers welcomed the competition but in democracies with a free press "this should always be done on a level playing field".

The behaviour of the IRB justified the strong stance of News Ltd and Fairfax Media, he said.

"The IRB has made its own priorities very clear to its rights holders and the media in general," he said.

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