The 15th season of the Indian Premier League concluded and with it, global media rights secured by Star India for Rs 16,347 crore for five seasons from 2018. SONY Pictures had won the first 10-year media rights for around Rs.8200 crore in 2008. Fifteen years back Lalit Modi, chief architect of the trailblazing Twenty20 league, monetised the franchise auctions and media rights for astronomical figures. The refrain in the ad world today is “sky’s the limit” for the next IPL media rights 2023-27 (in four categories) as IPL is the most premium product for advertisers now. “The IPL became a premium product after the first 10 seasons. Today corporate first set aside money for IPL, before considering other options. There are a number of them. The IPL is the pivot for broadcasting companies as a whole, not just their sports channels,” explained a doyen in the media rights business. The BCCI has pegged a high reserve price of Rs 32,890 crore for all four categories together. There are reports that TV18-Viacom, Disney Star, Sony, Zee and Amazon have bought the invitation for tenders. NP Singh, CEO & MD of SONY Pictures feels the need for a reality check on the reserve price following a drop in viewership for IPL-15. The weekend e- auction of media rights will quantify the windfall BCCI will reap.