Another "front" in the long-running "war" between Comcast and NewsCorp (FOX) over U.S. media rights to international soccer properties could be the U.S. video rights to Chivas Guadalajara home matches in Liga Mexicana starting August 2013. Telemundo (which is 51% owned by Comcast) reportedly paid USD$50 million/year for the rights during the 2008-2013 cycle. Those rights will expire in May 2013. Even though U.S. TV viewership for Liga Mexicana matches are down as much as 50% for some matches since 2007, Chivas Guadalajara home games remain a "premium" property because Chivas remains the #1 Mexican club soccer brand. Even though Chivas doesn't connect with 2nd or 3rd generation Mexican-Americans, Chivas still has enough support among 1st generation Mexican immigrant males. One should expect Chivas Guadalajara owner Jorge Vergara to ask for no less than $100 million/year for those U.S. video rights in 2013-2018. Vergara holds all the aces at the negotiation table as he stares down Telemundo (Comcast) officials in the coming months. Why? Because if Telemundo (Comcast) were to lowball, then Vergara can threaten to walk across the street to cut a new deal with... MundoFOX NewsCorp had at least a dozen options with the news name for the new Spanish-language entertainment channel it is launching with Colombian media company RCN, but NewsCorp chose MundoFOX. Anyone who doesn't believe that NewsCorp had a specific target in mind with MundoFOX is not doing his homework. A chimpanzee can probably figure out by now that NewsCorp is positioning MundoFOX as the "Telemundo-killer." == MundoFOX announced 2 months ago that KWHY-DT 22.1 in Los Angeles will be the flagship station of the network.