Channel 4 Wins as "The home of NOT rugby"

I found this interesting little case study on how a Kiwi TV station managed to actually GROW its viewership during RWC 2011 even though it didn't stream any rugby per se.   Its strategy?  To loudly and proudly proclaim that they had NO rugby content on their schedule whatsoever - 'The Home of NOT Rugby'.  The channel became a destination where non-rugby lovers could enjoy the latest award winning TV shows.  Over the RWC every other mainstream channel lost share - whilst FOUR's viewership grew by 10%.  Not surprisingly, the campaign is going to Cannes this week