In my opinion, the only reasons La Liga is getting around $10 million/year in video rights fee in the U.S. market are because 1) GolTV needs La Liga in order to keep its place in English-language "sports packs" on cable and satellite TV systems (without La Liga, GolTV will be relegated exclusively to the Spanish-language packages), and 2) FOX Sports International (FSI) knows that GolTV needs La Liga so FSI will bid against GolTV in order to force GolTV to pay more than what La Liga is worth intrinsically. In the last contract cycle, GolTV fired a salvo across the bow of FSI when GolTV bought the rights to Arsenal TV and Liverpool TV. FSI then allegedly ganged up with Setanta to jack up the rights fee for La Liga (to around $10 million), forcing GolTV to match the bid in order to keep the product. Of course, GolTV allegedly turned around and bid $19 milliion/year for EPL, forcing FSI/Setanta to match that bid in order for FSI/Setanta to retain EPL. In other words, GolTV and FSI/Setanta screwed each other in the last bidding cycle and neither side made money. This time around, GolTV is wisely not making any noise regarding EPL. The one outfit that is making a lot of noise regarding EPL, namely ESPN, Inc., has access to a war chest, but has shown so far that it is NOT willing to lose money on EPL. Not even in the U.K. market.