surely they have to increase subscription cost, but IPL is a different thing, will a customer be willing to subscribe for a test match or series, as much as an IPL season??
No they will not subscribe and that's why they have to lower subscription rate for test and push the subscription rate up for high value matches so that average remains profitable
I want sony or star to win rights because if reliance win rights new channels will be launched and there is no gurantee if it will be ever available on dish tv.
Maybe I want only star as sony might also have to lauch new channels if they win bcci rights.