MUMBAI: Star India’s wholly owned subsidiary Novi Digital Entertainment has bagged media rights for the Pepsi Indian Premier League (IPL). The rights have been acquired for Rs 302.2 crore for the next three seasons, which is substantially higher than the fee of the previous rights period.

The Marketing Committee of The Board of Control for Cricket in India (BCCI) met in Mumbai on 10 February, 2015 to receive the bids for which a cumulative reserve price of Rs 120 crore over the three seasons was set.

The three entities that submitted their tender were - Times Internet, Multi Screen Media and Novi Digital Entertainment. The committee, after following the due tender process, awarded the online broadcasting rights of Pepsi IPL to Novi Digital Entertainment.

BCCI Hony secretary Sanjay Patel said, “Our partnership with Novi Digital Entertainment augurs well for the Pepsi IPL, as well as the millions of fans who follow the tournament and we are delighted to commence an association with the organisation whose bid was found to be the most deserving.”

BCCI had earlier published an Invitation To Tender (ITT) for certain media rights relating to the Pepsi Indian Premier League (Pepsi IPL), for the 2015, 2016 and 2017 seasons. The last date to submit the tender in person was 12 pm on 10 February 2015.