BSkyB picked up five of the six 23-match packages, one more than it has at present, paying £1.623 billion. Setanta picked up one package for £159 million but the viability of its business model is threatened by the fact that it has now lost half its Premier League offering.
Talks are continuing this week, during the so-called “Standstill Agreement” period, in which Setanta is reportedly looking to try and sublicense back its lost package from BSkyB. For the full story and latest news and analysis see the forthcoming issue of TV Sports Markets.