MUMBAI: Struggling to reach a deal for World Cup 2010 rights, Singaporean platforms StarHub and SingTel have issued a statement saying that the asking price to broadcast next year‘s event has "escalated substantially".
 
The rival platforms have put together a joint bid in order to "provide FIFA with an increase in value from four years ago for the rights to the 2010 FIFA World Cup while ensuring that it would remain affordable to the broadest number of our customers," the statement added.  
 
The platforms said that the price they offered to FIFA "would sacrifice all World Cup margins for both SingTel and StarHub while keeping the price affordable for consumers."

A deal, however, is yet to be reached.