World Cup: Newstalk 106-108FM has enjoyed a significant coup in winning the live broadcast rights to the 2007 Rugby World Cup.
It represents another sizeable setback for RTÉ, the national station's presence in the rugby community dwindling even further.
RTÉ had already conceded defeat in the battle for live broadcast television rights to next year's Rugby World Cup in France, losing out to Setanta - the latter have a 17½ per cent sharehold in Newstalk - in that tête-à-tête.
This came on foot of a decision taken by the ERC to award the live broadcast rights for this season's European Cup exclusively to Sky Sports. RTÉ did have the right to broadcast live games in Ireland, but that privilege has disappeared and they can now only show full deferred coverage of matches, albeit home and away, of competing Irish provinces.
Newstalk's victory was greeted by dismay at Montrose, RTÉ Radio Sport's editor, Roy Willoughby admitting: "Having covered the competition since the inaugural staging in New Zealand and Australia in 1987, it comes as a major disappointment.
"We have covered every tournament since then and looked forward to maintaining that tradition in France. We may not be commentating, but still have reporting rights and we will be there in France."
There is a suggestion that RTÉ considerably improved upon the money required to secure the live broadcast rights at the last World Cup, but it simply wouldn't suffice this time. Newstalk's victory means that they enjoy exclusive rights in the Republic of Ireland for every game in next year's tournament, including the matches involving Eddie O'Sullivan's team.
The station's sports editor Gerry O'Sullivan enthused: "Rugby has been a strong part of Newstalk's sports programming since we launched and delivering live commentary and interesting analysis is a core value of the sports department.
"Securing the rights as the exclusive radio broadcaster for the Rugby World Cup will give audiences all over Ireland another reason to tune into Newstalk sport."
The latter statement is a reference to the fact that the station went nationwide for the first time last week. A downside to that undertaking, though, is
that they will no longer be able to broadcast live coverage of Leinster's matches in this season's European Cup.
That was a privilege they enjoyed when deemed a local radio station, but have forfeited that by going nationwide. RTÉ have the exclusive live radio rights in this country for the European Cup.
RTÉ will retain the rights for the live transmission of Ireland's November Tests series against Australia, South Africa and the Pacific Islands and all of the Six Nations Championship matches.
Newstalk has already unveiled some of those who will spearhead the coverage of next year's World Cup in France.
The team will include O'Sullivan, Off The Ball presenter Eoin McDevitt and Oisín Langan and there will be regular contributions from Newstalk presenter and rugby pundit George Hook.
This was the first World Cup where the live rights for radio broadcasters demanded a serious financial investment for those hoping to secure them as the game's governing body the IRB looked to maximise the revenue that the tournament could generate.
To Newstalk, the spoils.
