The Seven Network have made a dent on the Nine Network's 19-year dominance over free-to-air rugby league in Australia, claiming the broadcast rights to the 2017 World Cup.
The network will showcase all 28 matches live on one of their channels during the event between October 27 and December 2 next year.
The move marks the first time major rugby league matches played in Australia will be broadcast on a rival free-to-air channel since the ABC simulcast Fox Sports' coverage of the Super League in 1997.
It's also the first time another commercial free-to-air broadcaster has won the rights to matches played in Australia since the Seven Network last broadcast Test matches in 1992.
Seven televised the last World Cup in the Northern hemisphere through secondary channel 7mate, however the Nine Network had the rights to the last one played in Australia in 2008.
"Our securing of the Cup is yet another step in our development as we build the platforms to create our future," Seven West managing director and CEO Tim Worner said.
Seven will also become the host broadcaster for all overseas coverage of the matches played in Australia, while other games will also be played in New Zealand and Papua New Guinea.
The Network has also claimed the online, mobile and subscription TV rights.