Football: Bidding for Euro 2012 TV rights set to benefit fans
SINGAPORE: Telco giants SingTel and StarHub could be set for another bidding war over next year's European Football Championships, which will be jointly hosted by Ukraine and Poland. But under new Media Development Authority (MDA) guidelines to be announced soon, the successful bidder for TV rights is required to share content with other service providers. In a reply to queries from MediaCorp, MDA said that if the Euro 2012 rights are acquired exclusively, then they are regarded as "qualified content" and will have to be cross carried. This means that the pay-TV retailer who holds the exclusive rights to a piece of content must make it accessible via the platforms of other qualified pay-TV retailers. The measure does not interfere in the bidding process as this is left to the content providers and pay-TV retailers to negotiate.