THIRTY matches in, and it can be argued that Newcastle Falcons' season finally starts in earnest this afternoon.

Finishing top of the Championship table means nothing, just as a place in the British & Irish Cup final will be an inconsequential consolation if things do not go to plan in a play-off campaign that begins with a two-legged semi-final against Leeds Carnegie.

Dean Richards has regularly bemoaned the unfairness of a system that effectively sees Newcastle starting from scratch this afternoon despite finishing 24 points clear of their closest challengers in the regular league season, but the rules were set at the start of the campaign and Falcons simply have to put their sense of injustice to one side.

Play as they are capable, and they will be competing in the Aviva Premiership next season. Slip up in either the semi-final against Leeds or the two-legged final that will follow, though, and their ambitious future plans will lie in tatters.

“We are now at the business end of the season and everybody notices there is a heightened awareness,” said Richards, whose side lost their 100 per cent record when they suffered a surprise home defeat to Bristol on the final day of the regular season. “We approach the games in a slightly different way now, but not overly so.

“People know what is riding on it, and the fact we qualified for the play-offs some months ago has perhaps meant there has been an element of complacency.

“On the whole, the squad have done well and the focus has been maintained. It is fair to say that focus has changed slightly and the boys are more prepared now than they have ever been.”

Newcastle trounced Leeds 53-10 at Kingston Park in September, but the return fixture, which was moved to Otley, was a much closer affair, with Falcons eventually grinding out a 13-9 success.

That match was played in atrocious conditions, but today's semi-final should be a completely different affair, with the weekend's fine weather having dried out the Headingley Carnegie pitch.

The Falcons backline will relish the hard ground, but Leeds' attacking strengths mean they too will have been happy to see the sun in recent days.

“Joe Ford will be a key player for them at number ten with his great kicking game, but he is not the only danger man in the side,” said Richards. “They have a good pack and their style of play suits the current conditions with the pitches drying out resulting in a faster track. It will be a difficult challenge for us.”

The second leg at Kingston Park is scheduled for Sunday, but Richards will be urging his players to treat today's game on its merits rather than having an eye on the return fixture in the North-East.

“Every game is a must win, especially at this time of the season,” he said. “I don't think you can go into any match thinking you have a get-out clause in the form of a second leg, and every single time we take the field we are going out there to win.”

Falcons are bolstered by the return of a number of key players, with Tane Tu'ipulotu returning to the starting line-up for the first time since the turn of the year after recovering from a knee injury.

Tu'ipulotu partners Adam Powell in the centre, with Ryan Shortland starting on the wing after shaking off a hamstring problem. Tom Catterick makes way for Shortland, with Alex Tait switching to full-back.

NEWCASTLE FALCONS: Tait, Cato, Powell, Tu'ipulotu, Shortland, Gopperth, Fury; Golding, M Mayhew, Tomaszczyk, MacLeod, Hudson, M Wilson, Welch, Hogg.

Replacements: Vickers, S Wilson, del Fava, R Mayhew, Pilgrim, Hodgson, Helleur.