Emotional: Adam Scott wins the 2013 US Masters at the second playoff hole - a hugely popular victory. Photo: AP
As the battle between networks for live sport intensifies, golf has become a new hunting ground, with Seven and Fox Sports going head to head when Adam Scott defends his US Masters crown next week.
Fox Sports will televise the prestigious tournament for the first time after brokering a unique deal with the Augusta National Golf Club for the pay television rights between 2014 and 2016.
Fox was able to secure the contract outside of the free-to-air agreement Augusta has with Seven, the latter edging former rights holder Ten to an event which remains on the anti-siphoning list.
Seven is expected to use its digital channel 7mate for the telecast, as the key hours of play will fall during the breakfast period when Sunrise and Weekend Sunrise - key cogs of the network's prime channel - are aired.
Seven's successful bid for the rights adds to its coverage of major Australian tournaments, the Australian Masters and the Perth International, while Fox already has the rights to the three remaining majors.
The versatile Peter Donegan, a member of Seven's golf and spring racing carnival coverage, Nine's Olympic coverage and, this year, Ten's Commonwealth Games team, will host Seven's US Masters coverage from Melbourne.
The experienced Pat Welsh will be Seven's man on the ground.
Seven will take the local CBS feed, on which Australian Ian Baker-Finch is an expert commentator.
''I am looking forward to my role, which I'll say I will keep to an absolute minimum, because the more golf that we see and the less me that we see is going to be better,'' Donegan said. ''We will probably have Ian's input at the start of the day and I am looking forward to what he has to say, not only about the course but to get the players' perspective of what it takes, as he is someone who has won a major championship.''
Donegan also spends considerable time each year broadcasting golf in Asia. He knows what is needed to keep the viewer entertained - a problem Augusta is unlikely to have, particularly with a handful of Australians, including Jason Day and John Senden, tipped to also challenge.
''The quality of the golf itself is the most important thing,'' Donegan said.
''There are certain mechanics about doing golf coverage and CBS do it so well.
''They have been doing it for a long time now, but it's actually the golf and the drama that happens down the stretch that really gets everyone's involvement up.
''Naturally enough, over the first three days it's pretty much positioning. But when you have got somewhere like Augusta, it's also the surroundings that add to that tournament.
''That is the unique nature of Augusta in that it is the only major championship that is played at the same venue every year.
''You know little bits of it. You know the 11th hole where Greg Norman suffered that disaster against Larry Mize.
''You know the 12th, the beautiful par three, and, of course, the famous uphill shot of 18.
''Everyone is really familiar with that golf course. I think the fact that we are all familiar, even on the other side of the world, makes its special as opposed to the alternating roster of the other major championships.''
The competition in the loungeroom will also be strong. For those who have pay television, Fox Sports will have a high definition broadcast and will encourage viewers to access other live feeds via its ''red button''. This is set to include feeds from the practice range, feature groups and a focus on Augusta's signature Amen Corner, a famous stretch involving the 11th, 12th and 13th holes.
The memories of Scott's stunning playoff win over Angel Cabrera on a soggy Sunday last year, becoming the first Australian to tame the fabled course, remains vivid in Donegan's mind.
''It was just incredible. You felt as if he had won it - then he had to go and win it again (in a playoff). That incredible shot, the super slow motion, when he holed that putt, you could actually do a bit of lip reading, where he said: 'C'mon Aussie','' Donegan said.
Baker-Finch was overcome with emotion, later revealing he struggled on air to utter his poignant line - ''From Down Under to the top of the world.''
He told Donegan late last year that was all he could manage as he had a ''lump in the throat the size of a watermelon''.
If that's the case again this year, then Seven and Fox Sports executives - and those that advertise with the networks - will be beaming.
US Masters: April 10-13 on Fox Sports and Seven.