By Craig Zammit

SYDNEY:Panasonic Australia has announced that it will be Channel Ten’s Telecast Technology Partner for the 2007 Rugby World Cup.

Panasonic director – consumer electronics group, Paul Reid stated that the brand will use this opportunity to “actively promote our Viera Plasma televisions.”

As previously reported in, Panasonic’s new Viera Plasma television advertising campaign, starring Matt Shirvington, will be broadcast during the Rugby World Cup telecast, continuing Panasonic’s strong integrated marketing campaign for Plasma technology in 2007.

“Plasma is ideal for watching sport, as fast-moving action is displayed clear and sharp without any blur,” said Reid.

“Plus, they maintain high contrast and picture quality when viewed from any angle – perfect for getting together with your friends to cheer on the Wallabies on the big screen from your living room.

“With every match of the telecast in High Definition, our latest range of HD Viera Plasma TVs will display every kick, scrum and try in outstanding clarity, ensuring viewers don’t miss any of the action.”

Panasonic will receive branding opportunities nationally across the Channel Ten Rugby World Cup broadcast, with advertising spots, opening and closing billboards, preferred placement during play and logo association on the network’s pre-promotion part of the partnership.

Panasonic will also be branded during the weekly review show with the “Panasonic Play of the Week” to be chosen by a panel of experts, highlighting the best game-winning moment from each game played during the week.

Channel Ten’s coverage of the 2007 Rugby World Cup commences 7 September through to 20 October.