Hi lurked for a bit and this is my first post.
I have to say I don't think rugby needs to change that much. I watched almost all the WC games even when some meant getting up at 2am and watching 3-4 games back to back.
I don't want rugby going the way of football (soccer) and trying to make the game more entertaining for TV. Then you end up with the game being run by TV stations and we'll see more of the antics from football creeping in. Already seen diving, players going down like they've been hit by tyson when they've got a little slap at a ruck, kickers purposely running into defenders when they've kicked a garryowen too far etc.
Trying to make a game more popular or entertaining means catering to the people who might watch another sport instead or just not bother watching. It would basically turn rugby into a politician where the views of the marginal viewer are listened to while the rugby 'til I die support is ignored, because "hey they watch/vote no matter what we do".
I want to watch a game close to the way rugby is now with maybe a few tweaks but not many as I think it's a bloody good game as is. I'd rather watch a low scoring one point game where there's real contest in the forwards and everyone giving their all. Lots of action in the 22s with a lot of close calls and huge last ditch defence. I'd watch a game like that anyday over a game with a score that belongs in basketball with 10+ tries scored but the winners always being 15-20 ahead.
I think the main thing to do first, before considering changing the laws, is to actually apply the laws we already have and do that with some sort of consistency. One potential way to do is would be to make the referees a team, I'm not just talking about a match day team of TMO, ref and assistants. I'm talking all the officials at a tournament should be considered a team.
They should all have the same base of operations (city where the final would be held) and travel out to games a few days ahead. They should all stay in the same hotel both at base city and on the road. A Lions style rotation of roommates should be implemented. Remember these guys aren't international refs because the pay is so good, they're there because of a love of the game. I'm sure there would be plenty of late night discussions, and at team breakfast and lunch etc. that would help them to gel better as a team and have a more consistent approach.
Also I think this shouldn't just happen at world cups, it could also happen at Lion tours so that the best referees in the world get together every two years for an extended period of time. This time could also be used for Paddy O'Brien to give presentations on what needs to be worked on and have a clear message on what to look for and how to penalise it.
Also I don't think just the top referees should be there. A few of those earmarked as the future top referees should be there so that they can get experience even before they're officiating at the first major event. Along with these should be some respected explayers, coaches and scrum specialists, all thrown into the mix of the room sharing rotation.
Refs are just like us, people who love rugby and would love to have a talk with these famous players. Some people accuse refs as being arrogant and while it might be true for some, for others it's just maintaining a professional distance and not being seen as getting too close to players. I'm sure if after Friday's Aus V Wales game the players were to all go out together for a few pints, the ref etc. would love to get a knock on his door from roberts or horwill inviting them to come along. But in this professional era something like that could never happen as it would be deemed inappropriate, whereas I think it would be right in the spirit of rugby, just as long as he didn't go if it was just one team out together.
I know I've waffled on but my main point is improve the standard and consistency of the officiating along with the interaction between refs and respected experts and then we could look at making an already brilliant game even better.
