just got this news
Nov. 15 (Bloomberg) -- PCCW Ltd.'s pay-television unit NOW won an
auction for exclusive rights to broadcast English Premier League soccer
in Hong Kong with a HK$1.56 billion ($200 million) bid, the Standard
said, citing unidentified sources.
I-Cable Communications Ltd., the current rights holder, bid
significantly less and a second round of bidding won't be held, the Hong
Kong-based, English language newspaper said. NOW will have the rights
from next year to 2010, the report said.
Hong Kong's largest pay-television company I-Cable paid HK$600
million in 2004 for the rights. Deutsche Bank AG cut its recommendation
on I-Cable in August, saying it might have to pay HK$1 billion for the
new rights.