Slightly less cash but more exposure via their multiple and FTA platforms. They market their product to a wider audience.
That said all FTA networks (5) have broadcast rugby on FTA at some point. The two public broadcasters aside (SBS, ABC) none have been a great partner for the game as they have with the big two domestic sports AFL and NRL. Ch7 probably had a decent go on the ol days before they showed their real hand and put rugby on the backburner for AFL. 9 is the league channel, always were probably always will. They did a shit job at the 2011 WC but no FTA networks have since Ch 10 in 2003. Its like 9 are not to be trusted but these days networks have multiple stations and platforms.
I hope they take this seriously and not bury it somewhere. Im sure Macca will ensure this with his network CEO experience.
Current broadcaster Foxtel is certainly doing us no favours and is still employing Phil Kearns.