A whole new ball-game - the Twenty20 Cup

Pop music, waiters in fancy dress, two England players flaunting their new coloured uniforms for the cameras, and all for the launch of a new 20-over tournament - it's just not cricket. Well, according to the ECB it is, actually - only with more fun.

At yesterday's launch of the Twenty20 Cup, Tim Lamb, the ECB chief executive, claimed this was the most revolutionary step in the English game since the Gillette Cup was born in 1963. Revolutionary means change, and change doesn't go down well with the stereotypical one man and his dog, filling in their scorecards on a wet Wednesday at Worcester. The ECB (all hip and trendy in their open-collared shirts) know that, but they don't care.

"The beauty of cricket is that because it's so versatile and flexible, the more traditional spectator can leave Twenty20, and come back to Test or county cricket if he prefers," Lamb said. "Spectators have the adaptability to see what they want, and enjoy it."

So exactly what sort of spectator are the ECB hoping to attract with their new all-singing, all-dancing spectacle? Stuart Robertson, the head of marketing for the ECB, said that although they're still welcome, the upper-class middle-aged man is not who they are hoping will come in their droves - it's the two million cricket-playing schoolchildren, women and their families who are top of the hit list.

And they've done their best to reel them in - with all sorts of things that don't have anything much to do with cricket. Pop bands, karaoke, barbecues and beer tents are just a few of the side attractions on offer, while some of the counties have already got in to the party spirit. Worcestershire will have a jacuzzi, Glamorgan a fancy-dress theme, Hampshire will have a mock-up living room to watch the game from, and samba bands will be shaking their stuff at Durham.

And there are all sorts of shenanigans taking place on the pitch too. The players will be miked up to the commentary box, enabling some "hilarious banter" with the Sky Sports TV team (don't hold your breath), and the incoming batsman will wait for his turn in the dugout, while being interviewed.

While all this razzmatazz was being unveiled, David Graveney, the chairman of selectors, went as far to say that the competition would help England to become the best one-day international team. A bit over the top, perhaps, but Graveney was attempting to get one over on an esteemed Times correspondent, who claimed that the Twenty20 Cup had no purpose.

So while opinion remains divided in the public and the media, what do the players think about it all? Chris Adams, the Sussex captain - fresh from a matchwinning innings against Hampshire in the Cheltenham & Gloucester Trophy - admitted to having his doubts at first, but said he is now fully behind it and raring to go. "The ECB marketers have given it a thorough examination and looked at the bigger picture. It's a journey into the unknown, but I'm sure it will be fun."

And he wasn't giving anything away in terms of Sussex's tactics: "I'm not going to say what we're doing, but whoever gets the tactics right will be the team that wins." And another big incentive to get to the final at Trent Bridge on July 19? "Atomic Kitten, of course - that's a real bonus for any team getting there."

John Crawley, the Hampshire captain, not known for his buccaneering big-hits, also insisted it was a step in the right direction. "Research shows the game needs a lift and we're all really looking forward to it." He was just as upbeat on his team's chances too: " I think Hampshire have got a good chance with players like Wasim Akram, Dimi Mascarenhas and James Hamblin, who can all smash balls out of the park."

And to the sceptics like the one man and his dog at Worcester, Crawley argued: "The rules are still the same as one-day internationals, and if you're not able to adapt your game to fouror five-day cricket, then you're not professional enough."

Maybe to emphasise Sky TV's prominent part in the cup, coach-turned-commentator David Lloyd was there, excited and enthusiastic as ever. "The Twenty20 Cup will always have its detractors, but you have to take it on the chin and ride with it. I'm looking forward to the new inventions on the field: a new shot or a new type of delivery. I hope it's a success". So do the ECB, who, without the blessing of WG and CMJ, hope the all the karaoke, colour and character of this carnival catches on.