The Digital Business Auction is planned in September-October 2013, but the auctioning process remains unclear to the public. What are the rules? Who are the players? What would be the consequences for the ultimate objective of pluralist media landscape?  In this article, the auteur sheds a light on the details of the NBTC Digital Business Auction Rules, and gives an analysis of the media industry players who will potentially take part to the auctioning.