Four years ago, after an almost twenty year wait, England cricket returned to live free to air TV on the BBC. Now, four years on, the BBC have allegedly stated they are uninterested in having T20 international cricket for any longer - opting to pass on those rights and keep the shorter form competition ‘The Hundred’ instead.
In a recent article, The Guardian reported that both ITV and Channel 4 were approached for T20 international rights, but the price that was offered did not meet the valuation that the England and Wales Cricket board (ECB) had set.But why is it that England cricket does not attract as much money or interest from broadcasters as other international sporting events?
Firstly, cricket is becoming a niche. Many years ago, before I was born, all cricket used to be shown on free-to-air TV; it was the summer sport across the UK, with club and international cricket dominating the summer scene. Times are different now. For twenty years, cricket was exclusively behind a paywall and interest in the game dropped off significantly. Now, it has made a comeback in a post-2019 World Cup world. However, there is no denying that it still is inaccessible. Therefore, the viewing figures and interest do not appeal to justify such a high price tag on international cricket rights.
Secondly, the TV landscape has changed. The BBC faces funding cuts due to a decline in licence fee revenue. ITV and Channel 4 have to fight for interest in commercial advertising. A recent survey by OFCOM showed that less than half of 16 to 24 year olds tune in to watch terrestrial TV in a week - with an average of only twenty minutes per person. Free to Air broadcasters must compete for attention, and that applies to sport as well. Cricket - even T20 cricket - takes up a minimum three-and a-half hour slot, which makes it even less appealing to schedulers.
Finally, given this, the ECB are looking for too much money. Given the cash strapped nature of terrestrial broadcasters, putting a high price tag on cricket closes it off to those who may be interested in showing it. T20 cricket is fun and fast paced, but over ambitious valuation of the sport means that broadcasters will not spend as they feel they will not get the value for their money. This then poses another question - accept a lower price or scrap it off altogether?
Terrestrial TV definitely used to increase reach for sports, it used to attract more interest and get more people to games. But, in a post streaming world, sport needs to adapt and the reach of free to air is not what it used to be. That said, it still makes it more accessible - and showing international cricket live on free to air means people can watch on platforms such as BBC IPlayer or ITVX for free.
Cricket needs to adapt quickly and salvage this situation or risk being left behind once more.
