Sanzar and Sky decide it's time to titillate the fans

Referees will come out of the shadows and players and coaches will be expected to provide real-time comments during games as Sanzar and Sky Sport try to spice up the Super 14.

Long hidden behind their whistles, Sanzar's referees will be interviewed before and after matches as part of a co-ordinated push to woo fans back to grounds and viewers to their TV sets.

New Zealand Rugby Union commercial manager Paul Dalton said rugby needed to provide a more complete match-day experience and provide better value for money.

"You compare ourselves to some other sports ... such as the V8 racing where you are talking to the guy in the car while he's racing, you talk to him as soon as he's won and you talk to him halfway through the race," he said.

"It's moving our bar a little further in that direction and making it more exciting. When you are at home, hopefully there will be a bit more access to some of the things behind the scenes."

Referees have already taken a leading role in changing the interpretation of the breakdown to create quicker ball and more attractive rugby.

Now they will comment openly on matches, while substituted players will be interviewed during breaks in play.

Dalton said change was a necessity in the face of flagging viewership figures and attendances in 2009. He hoped fans would notice generally cheaper ticket prices and a reduction in the cost of food and drink.

"For the at-ground experience it is trying to push the boundaries on improving the value for money. It's a bit more focused on family and what they can do, it's the value of the tickets, the value of food and beverage," Dalton said.

Players have been charged with increasing their engagement with their communities and making themselves more accessible to media.

Dalton cited the ability to take food into stadiums as an example of enhancing value. "You don't have to spend $100 feeding the family in the stadium if you don't want to."

NZRU chief executive Steve Tew said the Super 14's stakeholders were united in creating a more entertaining and user-friendly competition.

"If we genuinely want to run the best provincial rugby competition in the world, which is our vision, then we have to do better than we did in 2009," he said.

"We've had a lot of people round a lot of tables.

"There's been no instructions or edicts, but what we have done is make sure everyone understands where we are at and collectively what we can do to turn it around."

- © Fairfax NZ News

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