Singapore – Singapore Telecommunications Ltd (SingTel) today announced that it has submitted a bid for the broadcast rights to the English Premier League matches (August 2010 – May 2013). Company statement says, “The bid is consistent with the company’s strategy to bring attractive content to SingTel customers for their entertainment.” A widely-anticipated EPL bidding war between SingTel and StarHub prompted government agency Media Development Authority (MDA) to commission an independent study into content exclusivity in the island-state. The last three-year cycle of EPL soccer was picked up by StarHub for an estimated $250 million, making Singapore the second most lucrative international market for EPL soccer, behind Hong Kong. Analysts have gone so far as to predict a winning bid of $400 million in Singapore. MDA’s study is believed to have been prompted by fears of the cost impact on viewers, who have seen costs for EPL soccer double at the start of every three-year cycle.