Controversy Regarding bidding of live Telecast Rights of Ratha Jatra

The news from back home is that the live telecast rights of the world famous RATHA JATRA (Car Festival) in Puri is going to be auctioned. That means from the bids made by multiple TV Channels, the highest bidder is going to get the live telecast rights.

Not sure if this is the right thing to do. The word JAGANNATH is coined as the conjoint (SANDHI) of the two words JAGAT (Universe) + NATH (Lord), means He is The Lord of the Universe. Everyone has the right to see Him - not based on any TV Rights, but based on his or her own choice. His sighting shouldn't be restricted on a particularly selected Channel. Lord Jagannath, I believe is above and beyond commercialization.

Everybody doesn't have access to every channel, hence many who don't have access to the particular channel which wins the TV right may miss the occasion. Moreover, this is not a Sporting event or an entertainment Jamboree which a Channel having exclusive TV rights can telecast them. This is a religous occasion held religiously on alluvial basis for centuries with plenty of emotion, devotion and history tied to it. Now it is up for sale. Other than warming up the pockets of authorities it will hardly serve any useful purpose.

Now what ? An IPL style Auction of the cooking rights of MAHAPRASAD (The Great Offering) inside the temple ? Auction of NABA KALEBARA and other religious ceremonies associated with him ? Lord Jagannath seems to be on  sale to the highest bidder. That day is not far off when we are going to see - "Lord Jagannath on Sale at 40% off" !