The league is prepared to take its time in studying the market to ensure it makes the right decision. It is keen to increase its exposure in a new deal, but faces technical and political problems in doing so in addition to the difficulty of avoiding a drop in income.
China stands out against a background of continuing fee increases and fierce competition for Premier League rights, with significantly improved deals being agreed last week in Hong Kong, Nigeria and South Africa and Australia.
For more information on the outcomes and progress of the Premier League’s international rights sales see the latest issue of TV Sports Markets.