In a dramatic turnaround, state-owned Pakistan Television (PTV) has secured the broadcast rights for the Asia Cup, narrowly averting what could have been a historic blackout of one of the region’s premier cricket events.
Just days ago, Telecom Asia Sport (www.telecomasia.net) had reported on Pakistan’s looming risk of missing out on Asia Cup broadcasts due to stalled negotiations with rights holders and the reluctance of private broadcasters to meet the financial demands. That fear has now been partially subdued — though not without a steep price.
PTV’s High-Stakes Gamble
According to sources familiar with the negotiations, PTV ultimately agreed to pay $10 million, well above the actual base price of $6.4 million, to secure the rights after failed talks with Ten Sports and A-Sports.
PTV tried to match Indian broadcasters Sony’s demand of $12 million but couldn’t close deals with other Pakistani broadcasters. Eventually, PTV made a final, exclusive settlement.
The deal is seen internally as “highly risky”, especially given the financial instability and chronic losses that have plagued PTV Sports in recent years.
There is also a commission involved for an intermediary party, which inflates the effective cost. If not managed smartly, this deal could lead to heavy losses for the state-run channel.
PCB’s Last-Minute Push
Insiders confirmed that the Pakistan Cricket Board (PCB) stepped in during the final stages of negotiation to push the deal through, leveraging its existing commercial relationships. The PCB is also expected to assist PTV in attracting key sponsors, with Pepsi mentioned as a possible contributor.
Waning Interest, Rising Costs
Pakistan’s cricket market has suffered from declining TV revenues and shrinking advertiser interest, compounded by the national team’s poor performance. The team currently sits eighth in the ICC T20I rankings, further weakening its commercial pull.
Adding to the challenge, the Asian Cricket Council (ACC) last year sold eight-year global media rights (2024–2031) for the Asia Cup for a record $170 million — a 70% hike from the previous cycle. Pakistan is slated to host the 2029 edition and will also be involved in the 2025 tournament, which has been shifted from India to the UAE.
Political Influence and Organisational Rot
Like many public-sector enterprises in Pakistan, PTV is mired in political appointments and administrative interference. Sources noted that leadership decisions often reflect the priorities of the Pakistan Muslim League and Pakistan People’s Party, who share power in the current coalition.
PTV Sports has lost broadcasting rights for several major events, including the Pakistan Super League in the past two years. This deal may look like a win, but the sustainability is questionable.
Background: Telecom Asia Sport First Flagged Broadcast Trouble
Telecom Asia Sport (www.telecomasia.net) was the first to report concerns of a potential Asia Cup broadcast blackout in Pakistan. The earlier investigation highlighted stalled talks, poor commercial returns, and broadcaster reluctance — all pointing to a growing crisis in Pakistan’s sports media landscape.
This latest development may offer temporary relief, but as one industry insider bluntly put it: “You’ve solved the symptom, not the sickness.”
