The Pakistan Cricket Board’s latest broadcast rights auction produced little of the drama usually associated with cricket, and perhaps too much of the kind administrators would rather avoid.
With only one broadcaster entering the race, the PCB was left accepting a bid nearly 42 per cent below its reserve price.
State-run Pakistan Television Corporation (PTV) secured the television rights for 25 home international matches for Rs 350 million, well short of the PCB’s expected Rs 600 million valuation. The package includes five Tests, 14 ODIs and six T20Is.
The lack of competition has triggered fresh questions about the commercial appeal of Pakistan cricket. Industry sources cited dwindling broadcaster interest, unpaid dues from previous rights holders and weak advertiser enthusiasm as key reasons behind the lukewarm response.
The schedule covered under the deal includes upcoming series against Sri Lanka, England, Ireland and Zimbabwe. However, uncertainty already clouds part of the package, with reports suggesting Zimbabwe may not travel to Pakistan because of issues within its cricket administration.
The struggles are not limited to international cricket. The Pakistan Super League (PSL) has also reportedly faced challenges attracting the expected market response, while some previous rights holders are said to still owe substantial payments to the board.
In the end, the PCB held an auction, but the bidding war never arrived.