Reaching the masses

Andrew Murfett, writing in the Guardian, wrote about the big bash growing the second largest TV audience in Australia during their summer. Capitalising on this traditionally low season for TV programming and the TV friendly scheduling which is possible with Twenty20 cricket, big bash cricket has reached a level of exposure that few imagined were possible. Lessons could be learnt by the ECB - as the first country to introduce Twenty20 cricket, things feel like they've been stagnating. While it is still a vital source of income and crowds for county cricket, it feel like the UK version lacks the glamour of the IPL or Big Bash cricket. Granted, it is never going to be as big as the IPL, but as a way to create grass routes interest in the game, surely a free-to-air TV agreement would allow the sport to reach out to a much broader audience and cement its place in the British summer, along with Wimbledon and test match cricket. Sadly, I suspect that a more realistic outcome is that Twenty20 cricket will become a new battlefield between BT Sport and Sky competing for access and the ECB is likely to opt for the greater revenue goals available. The only hope then, is that one of the pay TV giants (most likely the new kid on the block, BT Sport) decide to cooperate with a free-to-view partner to allow greater exposure, sharing live games as well as highlights. And as the England team has struggled terribly over the last few months (including a new heartbreaking story today), the ECB could do well to diversify their focus on a strong national team as a way to drive interest in the game...