By Christopher Williams
8:15PM GMT 16 Nov 2013
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ITV is favourite to take the spoils in a battle with the BBC for rights to highlights of the European Champions League.
The terrestrial broadcasters are in the final stages of the competition for the secondary rights, after BT’s defeat of ITV and BSkyB in the auction of live European rights.
Insiders said a decision on the highlights Champions League package was expected in the next few days and that ITV was close to prevailing.
Just as the live rights attracted a record £900m fee, it is predicted UEFA will extract a higher price than before for highlights, particularly as BT has said it will broadcast only one live match free-to-air per season.
ITV’s defeat means that from 2015 it will have live rights only to some FA Cup matches and some England internationals.
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Champions League highlights are now understood to be the priority for the broadcaster. Its strategy of increasing the proportion of its revenues that come from selling its own rights means the company is less dependent on the boost in advertising sales that a big sporting occasion can bring.
The present live deal costs ITV £55m per year, and that money can be invested elsewhere from 2015.
The rights battle with the BBC is reaching its climax as ITV prepares to update shareholders this week on the progress of chief executive Adam Crozier’s turnaround effort as it reports third-quarter results.
The shares have more than trebled in value in the past three years as the company has benefited from the economic recovery and investors have applauded the growth of its content rights business.
Although the volatile advertising market still contributes the largest proportion of group revenues, analysts expect ITV’s resurgence to continue, in spite of the loss of the prized live football rights.
Roddy Davidson, of Westhouse, said: “We do not believe the recently announced loss of Champions League rights from 2015 onwards significantly dents this positive investment case.
“We are bulls of ITV, based on this positive backdrop, the increasing breadth of its content portfolio, the quality and consistency of its management team and strategy, and its compelling cash-flow characteristics.”
Liberum Capital suggested ITV could also soon benefit from up to £100m a year from BSkyB and Virgin Media and other pay-TV operators who carry its channels. Under rules dating back to the foundation of the cable and satellite industries, ITV pays the operators for carrying its channels, but it is lobbying –with BBC support – to reverse such transaction fees.
Observers and insiders expect ITV to win the highlights package, in part because of the complications for lucrative sponsorship deals that would be involved in a BBC victory.
The Champions League has seven main sponsors, who currently include MasterCard, Heineken and Gazprom, and these are promoted as part of advertising breaks on commercial television.
Both BBC and ITV representatives declined to comment on their negotiations with UEFA officials.
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