The Board of Control for Cricket in India (BCCI) has received technical offers from rights holder DisneyStar as well as Sony Pictures Networks India (SPN),
(EEZ) and Viacom18 for Indian rights, and Times Internet and FunAsia for the rest of the world (TV and digital).
Tech giants Amazon and Alphabet (Google’s parent company) failed to submit technical bids despite receiving the bidding document, thus staying out of the auction.
A BCCI insider confirmed that there were only four bidders for the top three packages – India TV (Package A), India digital (Package B) and non-exclusive, India digital (Package C), while Times Internet and FunAsia have decided to bid for the rest of the world package (package D). The companies could not immediately be reached for comment.
“It was a little surprising that Amazon and Google didn’t participate, but the board is confident of serious competition among bidders on Sunday,” the person said.
A sports marketing expert, who had advised a few companies, said the tech players didn’t show up to the table due to the introduction of the non-exclusive package. “First of all they kept a very high reserve price and on top of that the digital rights are not exclusive. That irritated a few players,” he said.
We learn that some senior executives of BCCI were not too enthusiastic about the idea of the non-exclusive package, which had been suggested by the KPMG adviser.
Although applicants are not permitted to submit a composite bid for the full rights, the winner of the first package may challenge the winner of the second package for the rights, and the final winner of the second package may then challenge the winner of the package. VS
While the base package price has been calculated on the basis of 74 games, the board informed bidders that there will most likely be 410 games over the next five years. At the reserve price, BCCI will earn nearly Rs 36,000 crore, more than double the winning bid of Rs 16,347.5 crore from DisneyStar last time.