SkyB has won the first three packages giving it the right to broadcast UK Premier League football matches.
Six packages are available in total with the winners of the six packages will screen games for three years starting in 2007.
BSkyB currently has exclusive rights, but a deal between the Premier League and the EU means other broadcasters must have access to live Premiership coverage.
The remaining TV rights will now go to a second auction with several companies expected to bid.
Setanta, an Irish broadcaster, has said it may bid, while cable broadcaster NTL, BT Group and ITV have also been named as prospective bidders for the remaining three packages.
A second round of bidding for the final three TV rights packages will take place in due course.
BSkyB will not be allowed to win all six of the packages after the European Commission decided it effectivey operated a monopoly on the TV rights.
The Premier League is expected to earn about £1.1bn from the sale of TV rights, about 10% more than the last time they were on offer.
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