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Rumor: CCTV Set to Win English Premier League Rights

Oriental Morning Post, 1/19/10

Tiansheng Media's exclusive three-year broadcast rights for the English Premier League football matches on the Chinese mainland are due to expire at the end of this season, but following three rounds of negotiations, China Central Television (CCTV) has already raised its bidding price to USD 18 mln for three years, matching Tiansheng's bid. Given CCTV's powerful influence in the mainland, broadcast rights for the next round appear to be tipping in CCTV's favor.

Phil Lines, the Premier League's head of international broadcasting and media operations, said in an interview with foreign media that he spoke with a number of advertisers who are considering buying the rights for CCTV, who will, in exchange, provide free advertising for the sponsors in China.

Keywords: Phil Lines football television CCTV bidding English Premier League Tiansheng Media broadcasting rights

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