A cloud of uncertainty looms over Pakistan’s Asia Cup viewership as Indian broadcaster Sony’s steep asking price threatens to keep the highly anticipated cricket event off local television screens.
$12 Million Ask 'Too High' for Shrinking Market
According to sources involved in the negotiations, Sony has quoted a staggering $12 million for the broadcasting rights in Pakistan—three times the market value, which insiders estimate at around $4 million.
Indian broadcaster Sony is demanding a hefty sum of $12 million which is very high to match for our channels. The actual worth is around $4 million only.
With Pakistan's cricket broadcast market already reeling from weak team performance and dwindling advertiser interest, the inflated demand has left major networks scrambling.
Desperate Channels Seek Solutions
State-run PTV Sports and private broadcasters like TEN Sports, A Sports, and GEO have reportedly been in a frenzy, attempting to strike a feasible deal. However, unless Sony reduces its asking price significantly, sources say an agreement remains unlikely.
The government channels and private networks are running from pillar to post. But none will be able to afford the broadcast unless the price tag is brought down.
Politics in Play?
Tensions between India and Pakistan are also casting a shadow over the deal. Some in Pakistan allege that the pricing is a politically motivated move, hinting at a retaliatory stance by Indian stakeholders amidst rising criticism of the Modi government for allowing bilateral cricket engagement.
“It’s a sort of revenge of the pink panther,” quipped a source. “India’s trying to create hurdles after facing backlash over playing Pakistan.”
The fragile political environment has broadcasters on edge. Some fear that the entire Asia Cup may hang in the balance if India’s government caves to pressure and withdraws from the tournament.
Broadcasters Plan Joint Bid
In a last-ditch effort, Pakistan’s leading broadcasters are set to meet this Friday to explore the possibility of a combined bid. The idea is to pool resources and meet Sony’s demand collectively.
Meanwhile, the Pakistan Cricket Board (PCB) is keeping a close eye on developments. Insiders hint the board may step in to support the broadcasters financially if needed.
Rights Deal Skyrockets; Pakistan Left Behind
The Asian Cricket Council last year sold the global media rights for the Asia Cup (2024–2031) for a massive $170 million—an increase of 70 percent from the previous cycle. The deal includes tournaments scheduled in the UAE (2025), Bangladesh (2027), Pakistan (2029), and Sri Lanka (2031).
Ironically, despite being slated to host in 2029, Pakistan’s current market woes—fuelled by poor team performances and low advertiser confidence—have left the country struggling to afford even this year’s broadcast rights.
The previous Boards had initiated plans to launch a dedicated PCB channel. But constant changes in leadership have left the idea in limbo.
Had that initiative materialised, PCB would have been in a stronger position to secure rights and offer direct coverage.
For now, cricket fans in Pakistan are left waiting—and hoping—for a breakthrough before the first ball of the Asia Cup is bowled.
