With the BBC also believed to be content to just take the highlights package, the lack of involvement from terrestrial broadcasters leaves pay-TV operators BSkyB, NTL and Setanta Sports competing to secure the six packages on offer.
ITV has not been able to join with either Setanta Sports or BT, and its reticence to bid alone is due to its chief executive Charles Allen, according to the Sunday Telegraph.
It said that Allen does not believe ITV could outbid Sky and would end up at most with one package, which would incur disproportionate marketing costs.
Allen, of course, has previously been burnt by sport with the Football League and the disaster that was ITV Digital, which collapsed with large debts.
BT, which is launching its own Freeview box and broadband TV product later this year, may be an outside contender for the rights, but its intentions are unclear.
Irish sports broadcaster Setanta last week said it would bid for two packages, whereas Sky will be determined to secure the maximum five packages that any one broadcaster can hold under the new auction rules influenced by the European Commission. There is speculation that Sky may attempt to secure all six, leaving it free to choose, which one it has to hand back.
The first round deadline is Thursday and the Premier League has the option of inviting higher bids for each package if no bid comes in above an undisclosed threshold.
Analysts expect the increased competition to result in a deal worth £500m a year compared with the £340m a year Sky is paying in its current deal.
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