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The Board of Control for Cricket in India (BCCI) is lapping up the intense bids that have been flooding in from the three broadcasting giants, Star India, Sony Pictures Networks and Reliance Jio.

BizAsiaLive.com understands that the latest bid, which concluded around 15:00 (IST), breached Rs. 54.88 billion – a 42 per cent jump in the price that Star India had paid BCCI for the 2012-18 period, according to Business Standard.

The intense bidding process continues, with the three companies fighting it out to broadcast/stream India matches, which include 102 international matches across 190 days in the 2018-2023 period.

The categories have been split into three by BCCI – global television rights and rest of the world digital rights (GTVRD), digital rights for the Indian subcontinent alone (ID), and the global consolidated rights comprising worldwide TV and digital rights (GCR).

After no successful outcome yesterday, the bidding went into day two today, it remains to be seen who the successful winner will be later.

Keep it with BizAsiaLive.com for more.