Australian Rugby League Commission CEO David Gallop says the code would consider significant rule changes and in-game advertising breaks  during NRL games to maximise the return from their next TV rights deal.

The Daily Telegraph reports that Channel Nine and Fox Sports are ready for a joint bid worth $1 billion with the catch of  time-outs during games for commercial breaks, and live Thursday night football.

The paper says the proposals would be the most significant changes to TV sport since Kerry Packer launched night cricket and reduced eight-ball overs to six, specifically to sell extra advertising.

The Daily Telegraph understands the deal would allow Nine to raise an extra $35 million in annual revenue by showing up to 12 commercials during a game, twice as many as they currently offer their advertisers.

Nine boss David Gyngell and network CEO Jeff Browne will deliver their bid to the NRL’s independent commission on Monday. The Telegraph said it includes increasing the game time and the half time break, and 30 second stoppages for scrums, line drop outs and between conversions and restarts.

Gallop said: “We are looking at ways to maximise value for broadcasters with ad breaks at appropriate times while maintaining the continuity and physical nature of the game.”

Nine currently charges $50,000 for 30-second commercials on the top-rating Friday night football games, making $300,000 during live play.

Under the new deal, that would double to $600,000, on top of pre-game, half-time and post-game ad-breaks.

Taking into account Origin and finals, the breaks in play could deliver Nine an extra $40 million a year in advertising, says the Telegraph.

Image: Daily Telegraph