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Xtra Time Web Desk:  The broadcasting controversy surrounding the I-League has yet to be resolved! Few days ago, it was announced that the 2024-25 season of the I-League matches would be broadcast on the Sony Sports Network and the Shrachi app (SSEN). Earlier, I-League club officials had collectively stated that they would not participate in the league if the matches were not aired on Sony.  

In such a situation, on Monday, the 12 club representatives of the league held discussions with AIFF president Kalyan Chaubey. Following this, reports emerged that the problem had been resolved. But to understand the origin of the issue, we need to look back. Initially, the Federation had mysteriously withdrawn the tender for production rights after announcing it. When the broadcast rights tender was reopened, only Shrachi Sports bid for it. Since they were the sole bidder, Shrachi ultimately won the broadcasting rights. Shrachi announced they would broadcast the I-League this season through their app, SSEN. The Federation had confirmed that Shrachi had bid in compliance with regulations and was granted the rights, primarily for online broadcasting.

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However, another angle surfaced when Prasar Bharati initially expressed interest in broadcasting the matches on television. Emails between the parties clarify the matter, showing that Doordarshan was sidelined, and Sony's entry took place midway.  

This sparked controversy. I-League clubs argued that they would only participate if matches were broadcast on Sony. They mentioned they had already initiated sponsorship talks based on the assumption that the league would be aired on Sony. Any change would jeopardize their commitments. The Federation then held urgent discussions with the clubs, during which it was decided that the clubs would collectively pay INR 1.2 crore (INR 10 lakh per club) to the Federation for broadcasting. Subsequently, it was announced that the I-League would be broadcast jointly by Shrachi and Sony.  

However, reports emerged that Srachi also demanded additional funds for broadcasting.  

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The question now is: will Shrachi Sports merely play a spectator’s role in this entire matter? When the second tender was opened, no one other than Shrachi showed interest in broadcasting the league. If the Federation and the clubs try to sideline Shrachi, who ultimately benefits? Shrachi is already bearing the entire cost of production and broadcasting and has even launched a new app to make the league accessible to fans. In a country where football struggles for attention, why would anyone else be willing to invest in promoting the sport?