Star India bid ₹6,138 crore to pip both Reliance Jio and Sony Pictures Network, retaining the media rights to all Indian cricket to be played in the country for the next five years. It will pay the Board of Control for Cricket in India (BCCI), which runs the sport in the country.

Star’s bid is 59.39 per cent more than their winning bid for the 2012-18 period.

Last year, Star India bid a whopping ₹16,347.5 crore for the rights to telecast IPL matches till 2022. This translates to a bid of ₹55 crore per game. Thursday’s bid, however, is higher at ₹60.1 crore per game.

“Star now owns practically all important cricketing properties. Cricket is still largest sporting property as it attracts maximum eyeballs. Digital too is growing rapidly,” said Indranil Das Blah, Co-CEO, Kwan Entertainment, a sports and celebrity firm.

This is the BCCI’s maiden e-auction. As many as six bidders, including Facebook, Google and Yupp TV were in the fray. However, after technical evaluation, only three key contenders — Star India, Sony Pictures Network and Reliance Jio — were selected.

“Since Star India has a virtual monopoly on cricketing broadcast, we expect ad-rates to move up dramatically,” Sandeep Goyal, Chairman, Mogae Media and former Denstu India Head points out.

Others who weighed in shared the view. “Another thing that works for Star is its presence in television as well as digital platforms. Winning the BCCI rights will also help them increase the subscriber base of their digital platform (Hotstar),” said Varun Gupta, MD, Duff and Phelps.

The BCCI had set a base price, or per-match value of ₹33 crore for ‘Global Television Rights’ plus ‘Rest of the World Digital Rights Package’; ₹7 crore for the Indian Subcontinent Digital Rights Package; and ₹40 crore for the Global Consolidated Rights Package.

During 2018-2023, the BCCI will host a total of 102 matches in accordance with the ICC’s Future Tours Programme: 22 Tests, 45 ODIs and 35 T20s.

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