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The Times of India
The Times of India
Sport
K Shriniwas Rao | TNN

IPL media rights: 'It's not the price at which you win but the price at which you let it go'

IPL Indian Premier League Jio Mumbai Sony

MUMBAI: The question to ask before the much-anticipated Indian Premier League (IPL) media rights auction starting Sunday is not about the price at which you win it. It's about the price at which you let it go.

In that lies the answer to who will end up winning the bouquet of cricket's most coveted rights anywhere in the world.

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