New Delhi – Reliance-Anil Dhirubhai Ambani Group (R-ADAG)-owned Big TV’s four-year Rs 137-crore deal with the Board of Control for Cricket in India (BCCI) as Indian Premier League (IPL)’s exclusive DTH partner is being renegotiated and may be called off. Big TV has raised objections to its rival Bharti Airtel’s DTH brand picking up on-air sponsorship on IPL’s broadcast rights holder Sony Entertainment Television (SET). Big TV does not want any of its rivals to partner with Sony as on-air sponsor. As per the original deal inked six months ago, Big TV is a ground sponsor and has rights to advertise only on ground. A source close to the development says Big TV is renegotiating its exclusive DTH rights deal for IPL and is most likely to pull out if the company’s demands are not met. It is also negotiating on the amount it has committed to IPL since it believes the deal has loopholes through which some other players can get benefits from the deal. For BCCI, giving in to Big TV’s demands may not be possible; unlike last year, Sony is no longer offering any category exclusive on-air rights to advertisers. So any DTH company can pick up on-air sponsorship during the IPL matches on Sony, and the broadcaster’s deal with Bharti Airtel is almost closed. According to government regulations, exclusivity of content is not allowed on the DTH platform, and a channel is bound to provide its feed to all the DTH platforms.