Public complaints prompted the Nine Network to change the way bookmaker Tom Waterhouse appears in controversial rugby league broadcasts.

The NRL has also admitted the lines between the 30-year-old bookie and the TV commentary team were initially “blurred”.

Waterhouse’s hotly debated on-ground betting segments were a prime focus of a Senate committee hearing in Sydney, where Senator Richard Di Natale declared, “People watching footy with their kids don’t want to see Tom Waterhouse ads rammed down their throats, and see pseudo commentators giving odds.

“People are very, very angry at this sport being enmeshed with gambling.”

Nine Network executive Scott Briggs, when asked why the Waterhouse segment had been changed, cited public feedback, saying the network had received 35 complaints.

“It’s not a significant number,” said Mr Briggs, Nine’s director of commercial and regulatory affairs.

“We get far more complaints for not showing the Brisbane Broncos in Queensland.”

NRL executive Shane Mattiske earlier responded to claims that viewers, especially young viewers, found it difficult to tell whether Mr Waterhouse was part of the commentary team, by admitting, “It’s plain that in the first round the lines were a little blurred.

“But now there is a clear distinction between the commentary team and the promotion of sports betting.”

He said Mr Waterhouse now appeared by himself, a graphic and a microphone sign made clear he was not a Nine Network personality, and he talked purely about betting odds rather than the game.

Both Nine and the NRL confirmed no deal was yet in place with Mr Waterhouse to be rugby league’s betting partner, though discussions were continuing.

They dismissed reports that his involvement would be worth $50 million over five years.

Mr Mattiske, NRL general manager of strategic projects, told committee chair Andrew Wilkie, “I am suggesting the numbers floating around the market are exaggerated.

“You are speculating on the number.

“I am indicating to you the number is not correct.”

Mr Briggs said, “It’s fair to say the numbers put out there are not accurate.”

Mr Wilkie, whose joint select committee on gambling reform has the power to summon witnesses, said Mr Waterhouse had been invited to appear but was unavailable.

In view of the prominence he had received during hearings, he hoped Mr Waterhouse would accept another invitation.

Committee member Senator Nick Xenophon earlier asked Mr Mattiske by telephone whether there was a conflict of interest in the NRL negotiating a deal with a bookie while attempting to regulate gambling on league.

“The integrity of the competition is our utmost priority for the game,” Mr Mattiske replied.

“We would not allow any arrangement to threaten that.”

NRL media general manager John Brady said, “It wouldn’t matter if there was a deal for one dollar or $100 million. Our issue would be the integrity of the game in any case.”

Mr Mattiske said gambling was legal.

“It happens in society … It’s all around us. It’s not something we control,” he said, adding the NRL was attempting to establish guidelines to govern it.

Mr Wilkie said he personally could not reconcile the fact that TV gambling promotions were not allowed in children’s programs, yet hundreds of thousands of kids saw gambling logos on the jerseys of “heroic role models” during football matches.

Mr Brady said sport was not aimed just at children. Coverage on 24-hour sports channels and news programs meant the “extent of (any) blackout you would need would be enormous”.

Mr Mattiske said gambling accounted for only two or three per cent of the NRL’s projected $270 million revenues in 2013.