Having SingTel and StarHub battle it out would look like a Manchester United-Arsenal match.

This analogy couldn't be more apt when it comes to the bid for the Singapore rights to the English Premier League for three years.

The three bidders involved this time were SingTel, StarHub and ESPN Star Sports.

StarHub won the bid, which was estimated to be around S$125-200 mln.

But according to the Business Times today, it is said to have paid about S$250 mln for the EPL rights.

Is it worth it?

Given how it would be able to broadcast as many as 380 EPL matches over its cable TV, mobile and online platforms, I'd say yes.

Sports (especially soccer) is a big part of our local consumer lifestyle.

People would be more likely to head home for an EPL match than the season finale of Lost.

And that's precisely why buying telecast rights to sports programmes is getting increasingly high.

Of course, this will also mean we would have to foot a higher monthly cable fee if we want to enjoy our dose of sports.

The Business Times said analysts predicted that StarHub might raise its monthly subscription fee for its sports group from S$15 to S$20, but they wouldn't be surprised if it went up even higher.

Bad for our pockets, but very good for StarHub.

SingTel will definitely be trying to fight back with its IPTV launch.

But if StarHub wants to, it can bundle its newly-acquired cash cow with its broadband and other services to go head-on-head with the reds.

So I think StarHub's S$250 mln purchase is justified.

And judging from the screams and jeers I hear around my HDB block everytime a team scores a goal during an EPL match, it's sure going to be fun watching the players score against each other.

Serene Lim