[caption id="attachment_639113" align="aligncenter" width="628"]<img class="size-full wp-image-639113" alt="IPL Trophy VIVO" src="https://www.cricketcountry.com/wp-content/uploads/2017/09/IPL-Trophy32.jpg" width="628" height="355" /> IPL Trophy VIVO[/caption] <p></p> <p></p>As the <a href="https://www.cricketcountry.com/tag/ipl-media-rights-auction" target="_blank">IPL media rights auction</a> gets underway on Monday, top companies from across the globe are set to vie for various rights. The <a href="https://www.cricketcountry.com/tag/bcci" target="_blank">BCCI</a> on Sunday were expecting a windfall from the <a href="https://www.cricketcountry.com/tag/ipl" target="_blank">IPL</a> media rights auction with estimated earnings of over INR 20,000 crore through the traditional bidding process. The rights have been segregated as digital (mobile and internet) and broadcast. Apart from touching upon the Indian market, key international markets are also in contention. The rights will be reserved for a period of five years. Rahul Johri had already hinted that the media rights auction could be "historic", considering the huge interest shown by various stakeholders. <p></p> <p></p>The front runners in the media rights auctions include Internet and social media giants such as Facebook, Twitter, Amazon and Yahoo!, new-age telecom operator Reliance Jio Infocomm Ltd. The list of broadcasters includes Sony Pictures Network, Discovery Communications, as well as Star India Pvt. Ltd. Sameer Nair, who has recently joined the Aditya Birla Group was excited with the prospect of Internet and social media companies also participating in the bid. <p></p> <p></p> Whether it is traditional broadcasters or new streaming platforms, everyone is going after content that s the mantra. If you look at non-fiction content across sports and entertainment, nothing is bigger than IPL. From a digital point of view, 4G has made connectivity a reality. In the coming future, even the price of TV versus digital media rights will close the gap. While sports is appointment viewing, live sports is hugely being seen as consumption on-the-go, said Nair. <p></p> <p></p>The new TV rights for IPL are likely to be sold for $1.8 billion and the internet and mobile broadcasting rights for $210 million, as reported on <i>livemint.com</i>.