This will be the last cycle where media rights may see an exorbitant increase in value. If the media houses are smart enough, they would definitely gauge by the fact that viewership numbers declined towards the end of the second phase of the IPL at UAE. Viewers are experiencing cricket 'burnout' with the excessive amount of matches that are being played these days. The excitement to watch matches which was there in the 90s & 2000s has disappeared. AFIK, Indian team plays round the year either on national duty or IPL.