By GRANT FOX
One of the great joys of being a rugby fan is indulging in the daily "conversations" the game drives. There's always an issue, a debate for us to follow, a player to speculate over - always something that fuels, each day, the enormous passion we have for rugby.
We all relish that opportunity to indulge our passion of talking, arguing and debating rugby.
When you think about it, it's largely the news media who drive that daily "conversation".
It's the newspapers and TV and radio news bulletins that inform us of the latest developments, the columnists who shape our opinions - or occasionally incite rage!
However you want to put it, the news media's daily reporting provides much of the "conversation" that keeps us all going between games.
That's why my ears pricked up on learning of the spat between media organisations and the IRB over accreditation for this year's world cup.
It's not a sexy subject, is quite complex and fans may not be aware of how the outcome will impact them.
My background is the reason I've taken an interest in the stoush. Being a former player, I am very aware of the media's role.
Now with my commercial work within rugby, I am even more attuned to the importance of positive relationships between media and sports bodies.
In some ways, the sports media can be a rugby team's best advertising agency.
The team stages regular press conferences during the week, holds open trainings and sponsor functions, all of which the sports media dutifully report on, filling pages with rugby content that helps drive ticket sales and keeps sponsors happy.
For a rightsholder like Sky, the daily news coverage is mana from heaven. It drives the "conversation" that entices us all to buy Sky subscriptions.
Without it, Sky would have to spend huge amounts on marketing and promotion.
If it had to do that, it would presumably want to pay less to rightsholders like the IRB and the NZRU.
Logic suggests it is in the interests of sports bodies like the IRB not to upset this balance. But that seems to be exactly what's happened.
Media organisations seem upset about several things they believe impinge on legitimate news gathering.
The non-rightsholders (Sky and TVNZ) are upset that they can only show 30 seconds of tournament news coverage daily. They want at least two minutes, as they've had in the past.
The print media companies are angry the IRB's telling them they can only provide written stories and still photos on their news websites, and not any audio or audio-visual content as they are increasingly offering.
In particular, broadcasting audio or audio-visual content from press conferences on news websites is a no-no - unless a fee is paid to the IRB who have effectively created a rights package around this area that it is seeking to sell.
If you're wondering how this topic has any relevance to you as a fan, that's it. You will end up being charged for that news content because whoever has paid for it has to pass on the cost plus a margin to run a profitable business.
The sports media is arguing the IRB is commercialising press conferences in a way that hinders news gathering.
They say they have no problem with the IRB's need to protect traditional rights revenue such as live TV broadcasts of matches, and to seek new rights via the internet.
But to restrict news coverage of trainings, daily and post-match press conferences makes no sense to them as it reduces the "conversation" and discourages media organisations from covering rugby.
The IRB disagree and are sticking to their guns.
I'm not taking a side in this one but what I am worried about is the spat.
I'm also concerned the IRB seem to be out of step with other major international sports bodies on this issue. I understand the International Olympic Committee, Fifa, Cricket Australia and the NRL are among sports bodies acknowledging the right of media companies to use audio and audio-visual content to present news on the internet.
The sports media believe the IRB want the internet world - and its profits - to themselves, and are therefore abandoning them, despite a profitable association over several decades.
The IRB shouldn't be surprised if the sports media reduces its commitment to the daily "conversation" that fuels fans.
The papers won't cut off their noses to spite their faces. They'll still report lots of rugby. But they'll be more circumspect about its presentation, and won't provide the free ride of publicity of the past.
That will reduce value for sponsors and commercial partners like Sky.
If that happens, rugby loses.
Grant Fox is a former All Blacks first five- eighths and a rugby columnist for the Sunday Star-Times.