this tournament was weird they had the shield and plate finals after the cup final?? congrats for Scotland though
http://www.gainline.us/gainline/2011/01/irb-blesses-usa-7s-tv-changes.html
IRB blesses USA 7s TV changes
The International Rugby Board has sanctioned major changes to the USA 7s tournament's February 12-13 schedule, in a welcome sign the rugby world is adapting to the American marketplace.
To facilitate NBC's live broadcasting of Sunday's championship at a time favorable to East coast viewers, the winner's bracket quarterfinals will be played at the end of Saturday evening, rather than first thing the following day. Clearing the way for the ***le game's 5.15pm ET kickoff, which is 3 hours earlier in Las Vegas, also involves playing loser's bracket (i.e., Bowl, Plate, and Shield) finals after the Cup championship, rather than in the traditional crescendo format.
'The fact that Rugby Sevens is going to be on NBC, the first ever time that the sport will be live on national network television across the [United] States, is extremely exciting for the development of the game,' IRB chief executive Mike Miller said in a prepared statement announcing the match schedule.
For at least three decades, overseas rugby entrepreneurs and officials have longed to tap America's sports market, which is enormous relative to the size of leading, mainly Commonwealth nations. But often they have quixotically insisted on transplanting domestic models and economic assumptions, while snubbing US conventions and sensibilities.
TV has helped soften some of the rigidity by demonstrating obvious benefits. Elsewhere, in Australia and New Zealand for example, scheduling internationals at nighttime has made possible European viewing in daytime, thereby expanding the value of broadcast rights. Here in North America, the Summer Olympics holds the allure of the world's largest uninitiated audience of English-speaking sports fans, watching in prime time.
Miller's presence in an otherwise routine IRB press release, accompanied by namesake Jon Miller, executive vice president of NBC Sports, underlines Dublin's newfound intention to accommodate America's commercial dynamics. NBC holds the US broadcast rights to the Olympic Games and thus Olympic 7s.
Revamping a schedule reliably used at nearly every World Sevens Series event over the past decade, save Hong Kong, could well draw concerns from coaches and managers. TV's demands can mitigate its benefits.
The Las Vegas revisions lay down another milestone for American International Media, owner of the USA 7s, by confirming that the privately held company is dramatically more effective than USARFU when it comes to business development.
Last month the Kevin Roberts-led organization acknowledged the Churchill Cup, England's subsidized attempt to supercharge international 15s in North America, would be wound down after this June. The North American 4, underwritten by the IRB, also has failed.
And it is probably the case that the union can no longer support routine national team operations without Dublin's grants; repeated efforts to contract players have failed.
USARFU launched the USA 7s in 2004, and three years later was nearly bankrupt and forced to sell to AIM.
John Prusmack's team, which has since moved the event twice in search of operational improvement, is expecting this year's 7s to be profitable, according to people familiar with the matter. In addition to striking TV arrangements with ABC and then NBC, the tournament has won a steadily increasing list of household-name sponsors, this year including ADT, Subway, and Southwest.
Perhaps more important, AIM has demonstrated how to leverage established American sports brands. Last year it initiated a collegiate 7s championship, also broadcast by NBC, that assembled the prestige of nationally recognizable colleges, television's relentless search for sports content, and the coming of Olympic 7s.
The USA 7s will be under pressure, however, to deliver the fans that TV and sponsors crave. The inaugural collegiate 7s tournament in Columbus, Ohio, was lightly attended and accordingly relocated to Philadelphia. Near-capacity attendance in Las Vegas, rather than cash flow, might serve a more tangible if less precise measure of rugby's mainstream breakout.
In Las Vegas, the US, currently in ninth place, has drawn 3d-ranked Samoa, 5th-ranked South Africa, and Japan in Pool D. A week earlier in Wellington, New Zealand, the Eagles are in pool A with series leaders England, 8th-placed Wales, and the Cook Islands.