‍‍According to Chinese Football Association (CFA), 14 TV stations and websites including CCTV and other media companies competed to win the media rights of China national football teams. Lately the competition has ended up with a company named Tiao Power (literally translated) winning the bid, which means that the CFA has taken a step on the way to introduce market competition mechanism for the “core content” under the background of football reform in China. It was estimated that the winning price was more than 50 million yuan.

CCTV, as the absolute leader in traditional media, has failed to beat other rivals easily under the background of football reform. A source revealed that CCTV alongside with other media platforms would need to pay to buy broadcasting rights of China national team from this company. 

He continued to say that, “this would introduce healthy competitions to rights field. No matter it is CCTV, a satellite television station, a website or a new media company, customers and advertisers will freely choose broadcasting services from packages provided by different parties”.

The ambitious football reform plan has pointed the way for establishing market competition mechanism around broadcasting rights of football games. However, there is still a long way to go to have orderly competitions for the broadcasting rights of Chinese football. At the beginning of 2015, the naming right and media rights of China League One were sold. And the CSL will possibly start public bid in the coming days as well. 

Source: ifeng.com