The NRL will consider bringing broadcast production of its matches in-house for the next television rights deal to maximise revenue in a move that would have huge ramifications for its traditional media partners.

The existing deal with Foxtel and Nine Entertainment Co – the publishers of the Herald – doesn’t expire until the end of the 2022 season. However, the governing body is already planning for the next rights negotiations to ensure all options are considered in a rapidly changing media landscape.

There could be huge changes to the way the NRL is covered and consumed in the future. Credit:AAP

The NRL extracted $2 billion from Nine, Foxtel and Telstra to provide coverage of the game over a five-year period, a figure 70 per cent higher than the previous deal. However, changes in technology and viewing habits could result in the value flatlining or even decreasing when the rights are next up for grabs.

Rugby league has long gone with a two-partner model of a free-to-air and subscription provider, with Fox and Nine paying top dollar for a property that has been a sure-fire ratings winner. However, the emergence of streaming service Kayo and a shift to fans consuming sport on mobile devices has further fragmented the market.