Bidding process ends for Sri Lankan broadcasting rights

ARY Digital, a Dubai-based multi-channel cable television operator, has bid a record US$48 million for Sri Lanka's broadcasting and sponsorship rights for the next four years.

ARY Digital's bid was larger than WSG Nimbus(US$46.6 million), ESPN Star (US$40.6 million) and Taj Television, the current rightholders, who bid less than US$40 million, according to cricket sources. However, Taj Television, another Dubai-based broadcaster which runs TEN Sports, are not completely out of the running having secured "matching rights" clause in their current contract. They can win the bidding process by agreeing to pay US$48.5 million.

The bids represent a substantial jump in income for Sri Lanka Cricket which has been facing financial difficulties during the past two years because of a legal wrangle with WSG Nimbus. The stiff competition for the rights - which include television, radio, internet, wireless and title sponsorship rights - follows the announcement that the four-year period, from Jan 2005, will include three tours by India.

India are due to play triangular series in 2005 and 2006 as well as undertake a full Test and ODI tour in 2008. England and Australia, the two other most popular visitors, will also tour during the contract period. The bidding, for the first time managed by an independent auditor, was completed on July 22.