Greece raised 246 million euros ($274 million) on Friday by auctioning four private TV licenses in a marathon bid dominated by shipowners, including the boss of the country's top football club.

"For the first time in the history of the land... rules are applied in the use of broadcasting frequencies," said government spokeswoman Olga Gerovassili.

State minister Nikos Pappas said the nearly three-day auction - the first in 27 years - would set a milestone "in attracting funds to maximize each price in favor of the Greek taxpayer."

The four 10-year licenses were won by three shipowners and a constructor, the latter considered close to the leftist government of Prime Minister Alexis Tsipras. The notable newcomer is 47-year-old shipping magnate Evangelos Marinakis, owner of Greek football champions Olympiakos Piraeus.

The tender was criticized as heavy-handed for slashing the number of licenses, as eight nationwide channels had been operating until now.