Sri Lankan TV rights up for grabs

The Sri Lankan board has officially launched the bid process for the sale of its broadcasting and sponsorship rights for a four-year period starting in January 2005. Prospective broadcasters and rights brokers need to submit formal bids by July 22.

Taj Television, the Dubai-based satellite broadcaster which has held Sri Lankan cricket rights since October 2001, is the early front-runner in the bid process, having already indicated a willingness to table a record offer, said to be close to US$35million, according to board sources.

But Taj TV is also likely to face stiff competition, especially from Sony Max and ESPN-Star, the other two Asian cricket broadcasters, because the four-year period will include three India visits, for one-day tri-series in 2005 and 2006 as well as a full tour in 2008.

A three-year rights offer in 2003 flopped because Sri Lanka were unable to confirm any Indian tours, and the board was forced to abandon the sale until India's involvement had been secured. England and Australia, the other two major money-spinners in the cricket-rights world, are also scheduled to tour Sri Lanka during the coming contract period.

Sri Lanka Cricket is hopeful that the sale of the rights will safeguard its financial future after a difficult two years. The board faced possible insolvency after WSG Nimbus, a sports-rights company, successfully sued the board for unlawfully cancelling their contract in 2001. The board faces a possible US$6million payout.

Bid documents are available at www.srilankacricket.lk