Sky Sports stalwarts Stuart Barnes and Miles Harrison can surely expect a call from ITV bosses after their successful loan deal in 2007 © Getty Images

ITV may have trumped their rivals and secured exclusive UK broadcast rights for both the 2011 Rugby World Cup and the more commercially-attractive tournament in England four years later but they had to dig deep to get the deal done.

Reports suggest the commercial broadcaster has stumped up in the region of £60m for the rights which is almost double the amount they paid to acquire the rights for the 2003 and 2007 tournaments. Such a huge increase in revenue represents huge coup for the International Rugby Board (IRB) and Rugby World Cup Limited (RWCL) in what remains a very difficult economic environment. Advertising revenues at ITV may be on the up but such an outlay is still a gamble - but one the broadcaster is seemingly happy to take. However, they will surely have to wait until the more sociable timing of the 2015 tournament to reap their reward with the early morning kick offs at next year's event in the southern hemisphere somewhat of a hand-brake on any commercial aspirations.

The price paid by ITV also reflects the status of the Rugby World Cup tournament within the global sporting calendar. RWCL are always reminding us that their showpiece event trails only the Olympics and the FIFA World Cup in terms of popularity with the 2011 tournament set to reach a reported global audience of over four billion viewers.

Impressive stuff. And you can't blame the IRB for cashing in as they earn 95% of its income from the World Cup and must make good with their aim to distribute around £150m within the game over the next two years.

The IRB revealed that five parties submitted bids for the rights package with rumours circulating that pay-per-view broadcaster BSkyB were amongst those in the running despite the fact that the Rugby World Cup Final is currently on the list of protected sports events and must be broadcast on free-to-air television.

The chance to add the RWC to their portfolio, even without exclusive rights for the final, was obviously a tempting one for BSkyB who are barred by the same legislation from acquiring a piece of both the Olympics and FIFA World Cup. Therefore the RWC is the obvious next step up for a broadcaster that sets the standard in terms of production not only in rugby but in every sport included in their portfolio.

With limited players in the market it is surely safe to assume BSkyB were amongst those four companies beaten in the bid process (Mediaweek named them as such this week) but who were the other three?

You can bet that the BBC were also amongst those involved in a "rigorous process" over the last two months. The license fee-funded BBC are set to play a pivotal role in what has been labelled a 'golden decade of sport' as the host broadcaster for the 2012 Olympics in London and the 2014 Commonwealth Games in Glasgow. In addition, the 2013 Rugby League World Cup in the UK and what is hoped will be a successful bid the 2018 FIFA World Cup will provide further key opportunities. But neither RWC'11 nor RWC'15 will be broadcast on BBC TV.

In fact, RWC'11 will not be broadcast on the BBC - in any form. For those who may have missed it earlier this year, the exclusive radio rights went to Talksport - breaking the corporation's monopoly of live audio coverage of the tournament dating back to 1987. And so ITV's recent success ends the BBC's relationship with the RWC - for now at least.

OK - that's three bidders 'identified', what about the other two? The original invitation to tender by the IRB stated that only, "organisations with the necessary stature, experience, financial resources and ability to reach a national audience" would be considered. As free-to-air broadcasters with access to a national audience, Channel 4 and Five are the most obvious candidates and have sports production experience but if BSkyB saw their subscription-based product as no barrier to a bid then perhaps ESPN or even Eurosport were also interested in joining the party?

ITV has a long association with the Rugby World Cup, having broadcast every tournament since 1991 and following the final in 2015 they will be able to celebrate 24 largely happy years as the principle broadcaster in the UK - no mean feat. UK viewers will also be aware that they also boast a Premiership Rugby highlights show within their current stable of sports with presenters Craig Doyle and Martin Bayfield amongst those set to benefit from the latest RWC deal.

ITV may not have set the world alight in terms of production but they made a significant move in 2007 by leasing the services of Sky's excellent commentary team of Miles Harrison and Stuart Barnes. The standard-setting duo can surely expect a call from Niall Sloane, ITV Controller of Sport, in the months ahead with a similar offer.

Don't be surprised too if ITV's coverage of the tournament also calls on some of the talent that is set to bring you live and exclusive coverage of the Aviva Premiership on ESPN this season. ITV's recent coverage of the FIFA World Cup utilised the services of regular ESPN faces Kevin Keegan and Kelly Cates and a similar crossover could be in the pipeline for their rugby counterparts - contracts allowing.

Ugo Monye, Paul Doran Jones and James Haskell take a break from pre-season training to rub shoulders with Will Smith © @jameshaskell

Nigel Melville, CEO and President of Rugby Operations at USA Rugby, is no stranger to the world of Twitter (@NigelMelville) so I dare say he is well aware of the exemplary promotional work being done on behalf of the game in the States using the micro-blogging tool.

However, it may be a surprise to some of you when I tell you those responsible are Hollywood actor Ashton Kutcher and NFL star Reggie Bush. Now, neither of these two rather high-profile figures are on the USA Rugby payroll but they will not be short of tickets should they want to catch the Eagles in action any time in the future.

The reason? Just a few simple words posted on their accounts - and the fact that they happen to have a rather large following monitoring their every word.

Bush (@reggie_bush) was the first to offer the sport a boost with the following comments last month that went out to the 1,228,766 (and counting) people who crave an insight into the life of the Saints star.

"Watching the Australia v England rugby game. Rugby is far more dangerous than American Football! Wonder if I would be any good at rugby?"

"So I think Rugby might be my new favorite sport! I was watching re-runs all night last night and today! New Zealand has a really good team!"

The fact that rugby has a new fan in the form of Bush can only help its bid for more exposure but his efforts have since been eclipsed by Kutcher (@aplusk) who offered the following to his incredible 5,311,674 (and more) fans.

"I wish Rugby was bigger in the States. It's so fun to watch."

As Kutcher was in Australia at the time there is the danger that he had caught some NRL action rather than Wallabies especially as his post came before their Tri-Nations victory over the Springboks in Brisbane. But we will not be seeking clarification and I doubt Melville will either.

Which leads us into our latest selection of musings from rugby's Twitterati...

"Very good day at shanks wedding yesterday, was good to see @gareththomas14 still gets dressed in the dark ...."
Cardiff Blues' Richie Rees has a little dig at former team-mate Gareth Thomas following Tom Shanklin's wedding.

"Friendly reminder 4 my boy @Rabbit832. Don't forget to pack your hair straightener for Melbs! We all know u battled with the brissy humidity"
Australia's Adam Ashley-Cooper wades in with some banter at the expense of team-mate James O'Connor who obviously spends a fair bit of time on his hair - you'd never guess it would you?!

"@AdamCoopy bro mum asked me to get the tone of foundation u were wearing last night? Also can u still get her those discounts with napolean or somethin?"
Wallabies wing James O'Connor responds in kind.

"Going unintentionally commando. Not good after a long sweaty run."
Bath and England prop Duncan Bell goes public with something he shouldn't have.

"@duncanbell3 that is possibly the biggest over share of information in the history of the universe!"
And Bell is told just that by team-mate Luke Watson.

"Just wanna thank everyone for there kinds prayers! Yes my beautiful daughter has arrived! Thank you all for your kind words!"
New Zealand scrum-half Piri Weepu delights at the arrival of his baby daughter - that allows him to rejoin the All Blacks ahead of their Melbourne clash with the Wallabies.

"Was a tough game! Very physical game from both teams and even the camera man lol.. Good start to the trinations :)"
Australia's Quade Cooper reflects on his side's victory over South Africa and his hilarious brush with a cameraman that left him bloodied and bruised.

"Saw inception last night..guarantee it'll mess with your head!! Off to the gower today before wrist op on Thursday....then the cote d'azur!!"
Like nearly every other rugby player on Twitter, Jamie Roberts made time to see the Leo DiCaprio movie Inception this week - and was impressed - before continuing his re-hab/pre-season in the south of France.

"Average day on training camp- wake up at 6, train, eat, train, sleep, eat, train, eat, train, eat and sleep."
Unlike some others, London Irish's Nick Kennedy knuckles down in pre-season.

"Something rank for you - my dog vomited a baby wipe up with his dinner last night!!"
Toulon's Tom May takes a break from pre-season to deliver this delight to his followers.

"No matter how little money and how few possesions you own, having a dog makes you rich... Never complain nor change their loyalty to you:)"
Man's best friend is also Neemia Tialata's. Note - what is it with dogs and rugby players? Quade Cooper has just got himself one and it appears most of the other Wallabies (Mitchell, Giteau etc) already have one?!

"Wow pre-season has started with a Bang. I am fully shattered. It's nice to be back with @olliephillips though. His hairy face makes me smile."
The bromance between James Haskell and Ollie Phillips is alive and well as Stade Francais step up their pre-season.

Melbourne's 30,000-seater Rectangular Stadium or AAMI Park will play host to the Melbourne Rebels and is already the home of rugby league side Melbourne Storm and football sides Melbourne Victory and Melbourne Heart © Getty Images

An interesting piece offered by NZPA this week highlighted rugby union's apparent falling popularity if Australia and more alarmingly - the task facing the Melbourne Rebels if they are to buck that trend ahead of their Super Rugby bow in 2011.

Australia announced themselves as Tri-Nations contenders with an impressive victory over South Africa in Brisbane on Saturday but you wouldn't believe it if you were reading Melbourne's major weekend tabloid, the Sunday Herald Sun. The timing of the clash in Brisbane on Saturday night may have not helped their bid to hit the headlines in the following day's papers but somehow you don't think that would have made a difference - such is the city's infatuation with the Australian Football League (AFL).

"Of the 26 pages devoted to sport, 20 were brimming with stories about the latest round of the AFL," reported NZPA. "The Wallabies' 30-13 victory warranted 15 paragraphs on page 21; all up there were 36 stories concerning AFL plus a myriad of photographs and graphics.

"Australia's three-wicket loss to Pakistan at Headingly was also relegated, perhaps not surprisingly. Meanwhile, the Herald Sun's news section boasted 10-more AFL-related yarns, including a double-page spread detailing the players' "off-field party haunts".

"Melbourne's sporting obsession also attracts blanket coverage on television -- there are at least five shows on free-to-air, the same again on cable.

"The All Blacks used the sports mad city as their base during the 2003 World Cup to escape the hype of Sydney, so some of the older players already know their place in the pecking order. And as a reminder, the traditional captain's run at the test venue on Friday is unlikely to take place because Etihad Stadium is being prepared for the Essendon v St Kilda blockbuster later that night."

Rebels officials were no doubt always aware that they would face a battle to find a following in the city and the scheduling of the new-look Super 15 - a late February start and early August finish - will see it go head-to-head with the AFL. Add in the effort required to recruit a squad capable of holding their own on the Super Rugby stage and the Melbourne Storm salary-cap controversy that dragged in the now-departed Rebels chief executive Brian Waldron earlier this year and it is clear the side have some major hurdles to cross before they even take to the field.

Only time will tell if they can get anywhere near to attracting a large following to their 30,000-seater home at AAMI Park with half that figure a more realistic number. According to reports the Sydney-based Waratahs were the most popular Australian Super 14 franchise in terms of attendances (24, 204 average) with the Reds (22,815), Western Force (17,020) and Brumbies (15,256) lagging behind. The same figures list the Stormers as the most popular side (42,382) with the Bulls (34,290) and Sharks (25, 333) in second and third.

Springboks coach Peter de Villiers has cast himself adrift with another ill-advised outburst © Getty Images

Peter De Villiers' ability to spark controversy continues to astound.

The loose-lipped Boks coach, described memorably by Aussie journo Greg Growden this week as "the Richard Pryor of rugby", has hit the headlines again for all the wrong reasons. His latest outburst centres on the suggestion that his side's recent back-to-back defeats at the hands of the All Blacks were orchestrated by officials in a PR exercise designed to ensure the New Zealand public got behind next year's Rugby World Cup.

It is a sad reflection of De Villiers' reputation that his latest allegation is seen by many as a comical rant by a clown-like figure whose side were taught a rugby lesson by their old rivals. The same cannot be said for SANZAR or the International Rugby Board who are sure to demand that he explains his actions that may yet attract a misconduct charge for bringing the game into disrepute. South African Rugby Union president Oregan Hoskins may have instructed his legal representative to investigate alleged bias against the Springboks but even he will struggle to argue against any sanction coming De Villiers' way on this occasion.

The veiled allegation, broadcast on Fox Sports' Rugby Club programme, is just the latest in a long list of gaffes from the outspoken coach, who has attracted controversy since his politically-motivated appointment in 2008. Since then he has done his best to help race relations ("What I've learned in South Africa is that if you take your car to a garage where the owner is a black man and he messes up then you'll never go back to that garage again. If the owner's a white man you say, 'ah, he made a mistake', and you go back"), infuriate the British & Irish Lions and his own union (Why don't we go to the nearest ballet shop, get some tutus and get a dancing shop going?), boost tourism in New Zealand ("There is nothing in Hamilton") and at the same time cultivate his own colourful image ("I'm a God-given talent, I'm the best I can ever be. So what you think doesn't bother me. I know what I am and I don't give a damn.")

The result is a must-see attraction within the realms of international rugby - a Peter De Villiers press conference. His volatile nature must have SARU's communications team on tenterhooks ahead of each media day and they probably celebrate each scandal-free outing like another Rugby World Cup triumph. Journalists jostle for position whenever De Villiers is served up to the media hoping for what our American friends call a 'brain fart' that will send their copy bouncing around the worldwide web. Despite his faults, he remains good copy and so his eccentric, if somewhat misguided, ways ensure life around the Boks is never full.

De Villiers' saving grace has been his side's results on the pitch. He inherited a side that had won the Rugby World Cup crown but breathed fresh life into the squad and steered them to Tri-Nations glory in 2009 and a hard-fought series victory over the Lions. Those successes have helped him weather the criticism that has come his way but the All Blacks' recent victories leave the Springboks and De Villiers himself looking a little more vulnerable.

De Villiers' concern over officiating stemmed from the performance of Irish referee Alain Rolland during the clash with the All Blacks in Wellington. The Boks cried foul at the yellow-card handed down somewhat harshly to lock Danie Rossouw and the ability of All Blacks captain Richie McCaw to avoid sanction despite repeated offences. Rolland was not at his consistent best and his handling of the game led to one SA journo to call for a merit-based referee set-up for the World Cup like the one which was recently implemented in Super Rugby.

It may have worked successfully in the Super 14 but would New Zealand really accept a South African referee for a World Cup Final showdown with the Springboks? Maybe. Last summer the Lions revealed that they would happily accept South African referee Jonathan Kaplan for the Test series with the Springboks due to their respect for him, although neutral referees finally got the nod.

Realistically the IRB are unlikely to entertain the idea and run the risk of controversy souring the tournament - they'll leave that to the coaches - but to that end they must ensure all the referees, from both hemispheres, are reading from the same hymn sheet by the time the eyes of the world fall on RWC'11.

The Stoop was not on fire last Friday night but there were more than a few sparks of interest © Getty Images

The mere prospect of embarking on a new season may be enough to bring some of you out in a sweat but for the big boys that day arrived last Friday. Pre-season may only be a couple of weeks old but the competitive juices were flowing at the first event in the snappily-named JP Morgan Asset Management Premiership Rugby Sevens Series staged at the Twickenham Stoop.

Harlequins, Saracens, Wasps and London Irish went head-to-head in the first event of its kind and produced some eye-catching rugby in its shortened form which was appreciated by a sizeable crowd estimated at around 5,000. The demands of an already busy playing calendar ensured that the event was shorn of some big names but there was a healthy mix of veterans (including Andy Gomarsall back in Wasps' colours for the first time in 11 years and Harlequins player coach Howard Graham), Sevens specialists (like Saracens' Kevin Barrett) and exciting young talent (such as Quins' Miles Mantella and Saracens' Jackson Wray).

The result was an entertaining evening of Sevens action with Saracens and Harlequins booking their passage through to the Series Final at The Rec on August 6. Before then, the Premiership's other sides will contest the remaining two groups at Welford Road and Franklin's Gardens to decide the other finalists.

The event may have struggled to cause more than a ripple with rugby writers enjoying their summer holidays, and the wider sporting media still recovering from the exertions of the World Cup and focused on the Open Championship at St Andrews. But with Sevens destined for a higher profile with Olympics inclusion from 2016 (the Commonwealth Games comes first, later this year, while the IRB Sevens World Series goes from strength to strength) it makes sense to try and bridge the gap and give the country's leading players a stage on which to perform - especially with first team opportunities limited. However, the scheduling and demands on players means this tournament is unlikely to ever be more than a development tool for the clubs.

The event took on greater significance for ESPN - the broadcast partner and the owners of ESPNscrum.com - who debuted certain elements of their live rugby production that will also steer you through the forthcoming Aviva Premiership Rugby season.

Sarra Elgan, who many may know through her rugby work for S4C, presented the coverage from the touchline and was a huge plus and easy on the eye while the analysis of Ben Kay (who will take on a similar role for the Premiership) and Peter Richards was also informative and refreshing. Martin Gillingham was behind the microphone, as he is for ESPN's Top 14 coverage, and he was joined by Kay who showed the value of utilising a player fresh from hanging up his boots with some interesting insight. There was no mention of player welfare or burnout with the focus firmly on the opportunities provided by the competition and with recent hint from the RFU that this version of the game may provide a pathway to full Test honours it was no surprise to see some grab that chance with both hands.

The decision of the director to send cameras and microphones into player huddles pre and post game to bring the viewer closer to the action brought the expletive-laden outbursts you would expect. The swearing was perhaps more Danny Cipriani than Van Humphries but amusing all the same. The comments helped to convey the fact that the clubs were taking the competition seriously and this was hammered home with some bone-crunching tackles and inevitable injuries.

We can expect ESPN's coverage of the Premiership to include a few more bells and whistles - not to mention the considerable talents of Austin Healey and Nick Mullins - but it was still an impressive debut and like the Sevens Series itself will no doubt kick on from here.

Tendai Mtawarira is rather proud of his South African passport © @No1Beast

Well it appears the attention of the Twitter masses was all a bit too much for former All Black Jonah Lomu. After heralding his arrival with our last volume of Tweet Treats, the big man showed he had lost none of his pulling power by attracting followers in their thousands and cultivating friendships around the world. But as soon as he was here - he was gone again. @JonahLomu11 is no more. But he was always good for a comeback or two...

Anyway, here's our latest selection of what rugby's Twitterati have been saying in the last couple of weeks:

"Damn dog whenever young kids come to visit he always tries to hump them."
The Blues' Alby Mathewson is embarrassed by the behaviour of the family pet.

"50 mile Sportive bike ride today. 3 hours so pretty happy. Thought the days of having to stare at Martin Johnson ar@e were over. Alas not!"
Former Saracens and England star Richard Hill reacquaints himself with Martin Johnson's backside as part of a charity bike ride - get involved here

"This is a real 1st for me. Ordering takeaway pizza from pizza hut for the kids and NOT getting anything for me."
Bath's Duncan Bell commits to his pre-season diet plan.

"is not joining LeBron James, D-Wade and Chris Bosh at the Miami Heat. Apparently he is too short, too slow and too s**t. Whatever."
Leicester and England hooker George Chuter makes light of the media carnage generated by James' high-profile switch from the NBA's Cleveland Cavaliers to the Miami Heat.

"didn't sleep last night just lay and got munched my mosquitos all night..how long before malaria sets in?"
Ulster and Ireland's Andrew Trimble may need some medical attention by the time you read this.

"Just been cutting down a tree never, seen so much Stella sweating out of pores."
Cardiff Blues' Andy Powell is winning his fitness battle.

"Tri-Nations is tough. If you are just a little of your game you get drilled. Some good lessons to learn out of the game."
Springboks lock Victor Matfield reflects on his side's hammering at the hands of the All Blacks.

"These journalists in NZ are unbelievable, they asked our media liaison officer which "Tribe" Gio Aplon is from, he couldn't stop laughing!"
South Africa's BJ Botha gets a giggle out of the NZ media's treatment of squad newcomer Gio Aplon.

"Going on my first family holiday for about 6 years!! Can't wait to see the Care clan carve up fuerteventura!!"
How long before Quins and England scrum-half Danny Care falls out with his family and heads home?

"Here we got my green card :).feels good to finally have one .got it yesterday .Come Tri nations"
Springboks prop Tendai Mtawarira is extremely proud of his hard-earned South African passport after a protracted row over his citizenship.

"Thanks to everyone for their support regarding the EPS omission. Decisions are there to be respected and used positively wherever you can."
Bath and England's Olly Barkley accepts his international demotion with the sort of maturity that should ensure the door remains open.

"I LOVE this weather! Might treat myself to a Pimms on the green."
Pre-season continues to take its toll on London Irish's Nick Kennedy.