The impending auction of broadcasting rights for India cricket matches by the Board of Control for Cricket in India (BCCI) has cast a spotlight on valuation debates, key players, and potential implications for the sports broadcasting landscape. The auction, scheduled for August 31, is no longer shadowed by the comparison between BCCI and Indian Premier League (IPL) rights. IPL’s robust standing has positioned it beyond reach, with BCCI indicating a readiness to accept a lower value for India matches. The auction includes two packages: India Subcontinent Television Rights and India Subcontinent Digital Rights bundled with Rest of the World TV and Digital properties, with a base price totaling Rs 45 crore per game. However, BCCI’s auction process includes a condition that allows termination if the combined value falls below Rs 60 crore.
Opinions are divided on the Rs 60 crore valuation. Some contend it undervalues the rights, pointing to Sony Sports and Disney Star’s high-priced deals for India-England and Australia-India matches. Others argue that not all 88 games in the broadcast cycle feature top-tier teams, suggesting purchasing rights for matches involving smaller teams could be more cost-effective.
The auction will be a showdown between Sony Sports, now Culver Max Entertainment, Disney Star, and Viacom 18. Viacom 18’s financial strength and Jio’s low-cost data give it an edge in acquiring digital rights. Sony Sports is likely to aggressively pursue television rights, particularly after its merger with Zee. Disney Star remains an enigma despite reports of divestment.
This auction’s implications span the broadcasting landscape and strategic moves of key players. The changing value of India cricket rights amid evolving market dynamics will provide insights into the broader sports broadcasting industry.
