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FOUR: The home of NOT Rugby

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New Zealand is a rugby mad nation, and during the Rugby World Cup the game was everywhere – across nearly all New Zealand media, 24/7. To get over the fact that they had no rugby content on their schedule whatsoever, channel FOUR positioned themselves as ‘The Home of NOT Rugby’ – a destination where non-rugby lovers could enjoy the latest award winning TV shows. It worked, over the RWC every other mainstream channel lost share – whilst FOUR's viewership grew by 10%.
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