Will ITV, the dominant UK commercial broadcaster, invest in rugby after their phenomenal success with the 2007 Rugby World Cup?
Apparently, they will charge Superbowl prices for ads if England make the final.
But, short-termism plagues traditional TV and the thought of leveraging their success through vehicles such as ITV Local has still largely escaped ITV execs where ITV.com continues to fail to make any sense outside its simulcasts.
Indeed, all TV cos that differentiate traditional and IP broadcasting are missing a mighty trick in my humble opinion.
Invest in a property, work it on traditional TV and then flog it on internet TV. Making assets sweat is the future for video content...