In order to reduce such worries the Commission set out a number of hurdles prospective bidders must clear.

BBC: The watchdog's report could spark further bids for the LSE

And estimates of the proceeds of Germany's auction, which begins on July 31st, have tumbled as several prospective bidders have pulled out.

ECONOMIST: The price is right

As has been the case elsewhere in Europe, the approach of the licence sale has prompted merger and acquisition activity among prospective bidders.

BBC: Three apply for Belgian 3G auction

If the team can't market the media rights, prospective bidders will have to guess at their value and may not be inclined to bid as high.

WSJ: Judge Throws Wrench Into Dodgers Sale Plans

With Google trying to further strengthen Youtube and other big prospective bidders like Amazon, DISH and DirecTV, the race for Hulu will surely not be an easy one.

FORBES: How Hulu Can Help Yahoo Get To $17

The Dodgers and their financial consultants, Blackstone, want to market the team's future media rights so prospective bidders for the team will know just how much revenue the franchise can earn in its next television contract.

WSJ: Judge Throws Wrench Into Dodgers Sale Plans

Earlier this month, U.S. Bankruptcy Court Judge Kevin Gross ruled the Dodgers should be able to market their media rights, despite Fox's contention that its current contract prohibits the team from negotiating with prospective bidders for the media rights until December.

WSJ: Judge Throws Wrench Into Dodgers Sale Plans