The EPL rights for 3 seasons starting 2007-08 concluded, with Sky and Setanta sharing the spoils. For people unfamiliar with the topic, Sky has held a complete monopoly on EPL broadcasting ever since the Premier League started 13-14 years back. However, with England part of the EU, the Premier League was forced by the EU to break up the rights to ensure that all the rights do not end up with one broadcaster. Many expected Virgin-NTL to win atleast 1 package, but the Irish company Setanta has walked away with 2 packages, thereby getting the rights to broadcast 46 games. Sky gets to broadcast the remaining 92, importantly including the 38 first picks.
The overall package went for a staggering 1.7 billion GBP, a growth of nearly 70% over the last 3 year deal. This apparently includes rights for all media - it is now upto Sky and Setanta to monetize broadband rights etc for their packages.
Amazing that when there is a huge hue and cry in England regarding the ECB's sell-out to Sky that resulted in cricket disappearing from terrestrial TV, there was not a whimper when the entire EPL rights went to two subscriber-driven pay channels. Sky does not come cheap - Sky Sports will set you back by 40 GBP a month for 12 months, and that does not guarantee all EPL games as well. You will have to cough up atleast 7 pounds a game for over 50 games on Prem Plus on a pay-per-view. Setanta will not be any cheaper, but the English seem prepared to pay, and watch. But that's the power of the game. Can cricket in England also command such consumer buying power?
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