Organisation: Premier League / EC

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Analysis and commentary by Echo Research.

At face value the compromise deal struck between the FA Premier League (PL) and the European Commission (EC) last week appeared to provide a winning scenario for all the parties involved, not least for BSkyB which, despite the forthcoming breakup of its monopoly over English football rights, is likely to remain the dominant broadcaster under the new auction scheme. "BSkyB has scored all the goals in the EU's Premiership carve up"(Scotsman, 19/11).

The deal, however, was viewed by some as less a " radical shake-up of the TV landscape"and more a "political settlement"(Times, 18/11), or even "an unsatisfactory fudge"(Independent, 17/11). Certainly, the distance EC competition officials appeared to have travelled from their initial hardline position was interpreted as a "mockery of the condition … that at least two broadcasters have a 'viable and meaningful' share of the rights"(cableforum.co.uk, 19/11). NTL was forthright in its condemnation of the new arrangement, accusing the EC of having "failed to deliver a level playing field for competition"(Independent, 18/1).

If other potential bidders were perturbed by the deal, there was little public evidence. Indeed there was quiet anticipation that a successful bid from the likes of the BBC, ITV or Five could mark the return of league football to terrestrial TV.