i don't want to disrupt the Ch9 bash-up, but they are giving the NRL the opportunity to do this by relinquishing Thursday night footy, and also, asking for 6pm Friday night to get the arse too. Now yes, I know Ch9 have made these requests to for their own benefit - exclusivity, removing competition from their news bulletin, and pay a little less for rights by dropping the number of games they broadcast - but it's an opportunity for the NRL to take back some control nonetheless.
Of course, all Vlandys will be looking at, and probably be judged on, is the actual amount the NRL receives for rights, and the short-term opportunity cost of schedule control is less funds for rights. I say in the long-term though, schedule control and higher broadcast rights value can be achieved. Just look at the NFL or the EPL. 80% of weekly matches in the NFL are on 1pm or 4pm ET Sunday. Similarly, 50% of matches in EPL are 3pm Saturdays. Day games are crowd friendly, particularly through winter. And these Leagues get big sellout crowds.