Guest Column Guest ColumnRSS FeedFeeds  | Archives

The revolution has been televised

Why did Cricket Australia dump their state-based Twenty20 format for a shiny new city-based one? One word: TV

Alex Malcolm

February 7, 2012

Comments: 11 | Text size: A | A

Shane Warne tries to field off his own bowling, Melbourne Stars v Sydney Thunder, Big Bash League, Melbourne, December 17 2011
The Stars v Thunder game at the MCG was the fourth-highest watched programme in Australian pay-television history Hamish Blair / © Getty Images
Enlarge

"That's it! The Sixers have won it! They've done it in fine fashion. They win the inaugural BBL for season 2011-12. Well done lads."

Fox Sports commentator Greg Blewett announced the Sydney Sixers triumphant champions of the inaugural Big Bash League moments after Steve Smith struck a decisive straight drive down the ground for the winning runs at the WACA.

So what did the Sixers win exactly? A place in the lucrative T20 Champions League? They had already secured that in Hobart the previous Friday. A big, shiny trophy? Well done, lads, you deserve it.

The Sixers represented their state - correction, city, correction, central business district - with distinction, but in reality the team was a New South Wales side in pink drag, minus high-profile regulars Simon Katich, David Warner, and Daniel Smith. One wonders whether they were rejoicing in droves in the hinterland of Newcastle, or the heavily populated Central Coast of NSW, or indeed the regional centres of Tamworth, Lismore, Macksville, and Wagga Wagga, all famous sporting towns that have produced Australian Test cricketers.

The Sixers' victory hardly created a ripple in the Sunday press on the east coast of Australia. Between analysis of Australia's 4-0 series whitewash of an insipid Indian Test side, completed on the same day as the BBL final; the Australian Open women's final, which yielded a new world No. 1 in global tennis; and previews of the third consecutive Grand Slam final meeting between two of the most recognisable faces in world sport, Novak Djokovic and Rafael Nadal, it was pretty hard to squeeze in column inches about the performance of Steve Smith's team.

Steve Smith's team. That sounds strange to say doesn't it? The Sixers' first-choice captain, Brad Haddin, played just two matches all tournament, due to Test match duties. Regular NSW captain Steve O'Keefe was playing in the Sixers side, but as a pinch-hit opening bat and a less-than-regular left-arm orthodox, not captain.

Smith, Australia's seventh-highest paid cricketer according to the 2011 Cricket Australia contract list, who incidentally has not been selected for Australia in either Tests, T20s or one-day internationals during this domestic summer, despite being available, fully fit, and not in any kind of form slump, held the trophy aloft as leader of Australia's T20 domestic champions.

Not that the Perth side represented Perth, or Western Australia, any better. South African Herschelle Gibbs, Englishman Paul Collingwood, and Perth-born but unashamedly proud New South Wales player Katich were mainstays in their top six. Their attack was even more diverse, featuring two Queenslanders, Nathan Rimmington and Ben Edmondson, and a Victorian, Michael Beer. Nathan Coulter-Nile, despite having the most exotic, foreign-sounding name, is the only Perth-born and raised bowler.

To be accurate, though, all of these men are regulars in the WA line-up, such is the nature of Australian domestic cricket these days. Brad Hogg is also proudly Western Australian, but has not represented WA since 2007. Hogg said he was proud to represent the Perth Scorchers, despite reminding anyone who will listen that he is a Williams (WA country town) boy through and through.

But BBL visionary and CA general manager of cricket marketing services, Mike McKenna, was emphatic as far back as February 2011 about the reasons for the move to city-based franchises. "To reach kids, we need cricket that doesn't look like the cricket they know. And the competition will possibly end up with ten or even more teams, and we don't have ten states," McKenna explained to theroar.com.au.

"I've spent heaps of time in country Victoria, NSW and Queensland, and it is full of die-hard Bombers, Magpies, Broncos and Dragons [Australian AFL and NRL clubs] fans who have never lived in, and possibly hardly ever visited, those towns or suburbs the teams represent."

McKenna is from an AFL background, so his viewpoint his understandable. He bases a lot of his thought process on CA's market research, which is often referred to, but is difficult to verify, given that it has not been published. Indeed one of Australia's most respected cricket writers was refused access to it.

 
 
Those who argued regional Australia was being ignored hit the nail on the head. Unfortunately for the proud country folk, the Sydney and Melbourne derbies were the two highest-attended matches for the tournament. The voices that count live in the boardrooms of the Nine Network and Fox Sports
 

Going by the close of the inaugural season, though, McKenna's research has proved accurate. A sellout crowd of 16,255 attended the final at the WACA. Given the 5pm local start time, these were not traditional cricket fans in attendance - thousands of club cricketers, the game's most loyal lovers, were still an hour away from stumps at more than 100 club grounds around the Perth metropolitan area.

Cricket Australia is overjoyed at the crowd figures. An average of 17,753 attended each of the 31 matches. That figure was 10% over budget, and 30% up on last season's competition, which was only 20 matches long.

However, the figure was actually 2% less than the average crowd figures from 2009-10. Admittedly there were only 17 matches that season, yet the former state-based format, which was, to use Generation Y vernacular "like, so two years ago", produced a higher average crowd per match.

There are plenty of caveats to that statistic, but the bottom line is that the format is extremely popular, no matter the teams, no matter the tournament. Perth cricket fans proved this in 2005, when more than 20,000 ventured to the WACA to watch the first T20 in Australia, with no idea what to expect.

So again one must ask the question, if you had a state-based format that was extremely popular, why reinvent the wheel?

The answer is revenue. Since Kerry Packer, gate profits have become a minor slice of Cricket Australia's annual revenue. Television, however, is the goose that laid the golden egg, and the new and improved BBL is 24-carat gold. The competition rated through the roof in Australia this summer. Domestic cricket has been a pay-television product since 2006, and never before has it produced ratings like this.

The 31 matches shown live on Fox Sports were comfortably the 31 highest rating shows on subscription television during the period December 1, 2011 to January 29, 2012. Just to be clear, that includes shows on all channels available to pay-television subscribers. To give these figures context, an A-League soccer fixture also broadcast on Fox Sports head-to-head with the BBL final reached an average audience of 48,643.

The final attracted an average viewership of 459,468. The only match that rated higher through the tournament was Warner v Warne, when the Stars hosted the Thunder, which was the fourth-highest watched programme in Australian pay-television history. The total average viewership for BBL games was 282,558 - 71% higher than was budgeted for the season, 83.5% more than the 2010-11 version, and 50% higher than 2009-10.

Suddenly the picture becomes crystal clear. Cricket Australia looked as though it had made a grave error by scrapping a winning product and replacing it with a hastily put together franchise-based competition. There was a hope that foreign investment would rain down on Australian cricket. That never came, mainly because CA, after much consternation and indecision, allowed only a 49% share of a team to be bought by independent investors. Players, too, could only sign 12-month contracts, such was the unease at what lay beyond the first season.

There were doubts also about the expansion to eight teams. Did Australian cricket actually have the depth to produce enough good players for eight teams? Ian Chappell, among others, argued no, claiming it was club cricket in drag. The influx of returning retirees and their subsequent performances suggested he may have been correct. Worse still, the overseas players who played were hardly headline acts and many of the best and brightest were on international duty.

Yes, Chris Gayle was a star, and the New Zealand players were admirable, though they were splitting their time between competitions on either side of the Tasman. Gibbs and Owais Shah proved inspired investments, and Rana Naved remains a cult hero in Hobart, but Michael Lumb was left to carry the drinks in the final for the Sixers, while Paul Collingwood's coach, Lachie Stevens, was surprised to learn that the Englishman averaged just six at the WACA in his last five international innings there.

There were criticisms, too, of the decision to place the two extra teams in Sydney and Melbourne who already had teams. Those who argued regional Australia was being ignored hit the nail on the head. Unfortunately for the proud country folk, the Sydney and Melbourne derbies were the two highest-attended matches for the tournament. The voices that count don't live in Geelong, Newcastle, Townsville, or the Central Coast. They live in the boardrooms of the Nine Network and Fox Sports, and both have spoken loudly with the release of Cricket Australia's statistics, with the rights for 2013 and 2014 being pondered.

"Nine is the home of cricket and we like what we see in the Big Bash," a Nine Network spokesman told the Australian. "We are keen when the rights come up to have a chat with Cricket Australia about a role, but not necessarily owning the rights 100%."

Fox Sports chief executive Patrick Delany weighed in with his views. "Any free-to-air that wanted to challenge us would find some stiff competition." Delany told the Australian that Fox Sports could consider a sharing arrangement. "But we would be more interested in retaining the rights as sole broadcaster."


Young fans enjoy the game, Melbourne Renegades v Sydney Sixers, BBL, Docklands, January 2, 2012
The stadiums weren't filled by the traditional cricket-watching population © Getty Images
Enlarge

And with that, McKenna is licking his lips at the prospect of a bidding war.

"We've got to make sure that as a business we get the best result we can for the product we sell, and that will be a combination of dollars but also exposure," McKenna said.

Therein lies the crux of what this BBL was all about. The players enjoyed the experience of playing for different teams, with different team-mates. The fans at the grounds were lukewarm, if not apathetic, to the eight new teams. The cricket was no better or worse than in previous seasons.

But this was a made-for-television spectacular that now affords CA the opportunity to secure a large income stream independent of the peaks and troughs of international teams touring Australia.

So while the trophy Smith raised was large and shiny, and in keeping with the traditional silverware theme, perhaps a plasma television may have been a more appropriate prize. The Sixers could then watch next season in high-definition, and ratings will increase by at least 11.

Alex Malcolm is a freelance writer based in Perth

RSS Feeds: Alex Malcolm

© ESPN Sports Media Ltd.

Posted by   on (February 8, 2012, 10:52 GMT)

@ed.dixon The WACA has reduced it's temporary seating around the north and eastern side of the ground which it had for the Ashes tests in recent years. 16,000-17,000 would be close to capacity.

Posted by Gizza on (February 8, 2012, 8:31 GMT)

@Raghav, I think the BBL is the right length as it is now. You don't need every team to play each other twice. In the IPL about halfway through you feel like wanting to now watch the finals which is the time when the BBL league stage ends. Especially if they will increase it to 10 teams, there's no way all 10 teams can play home and away against the others. That will be so long. But you are right that during the World Cup year, the T20 league needs to be shortened and given less precendence. Either the BBL or World Cup will flop in ratings (whichever comes after) if they are both long tournaments.

Posted by   on (February 8, 2012, 3:40 GMT)

I'm an Indian Fan and tend to avoid following T20 leagues as a Test Cricket Lover.But I somehow managed to watch a few games of the Big Bash and found it enjoyable.I just have a few suggestions to improve the league: 1.Increase the league to 59 matches in 40 days with each team playing the other twice. 2.Play it either in 2 blocks-Before and After the Boxing Day-New Year Tests or a single block after the Boxing Day-New Year Tests.This will avoid a clash with the tests and give the players some Shield Cricket in this period 3.Instead of an extra team from Melbourne and Sydney get 2 teams from the hinterlands to spread cricket. 4.2015 is a World Cup year with the World Cup in Feb-Mar.CA must try to avoid a cricket overkill for the audience and players.On this note I would like to add that one of the biggest blunders of the BCCI was to have a 50 day IPL with 10 teams immediately after the World Cup 2011.

Posted by bobagorof on (February 8, 2012, 0:54 GMT)

Ian Chappell was right. The Sydney Thunder were pathetic. True, they were pinning their hopes on Warner, who (unfortunately for them) was picked in the Test side. Without Gayle, they wouldn't have even been competitive in any of their matches. Their performance highlights the lack of depth. Hindsight is wonderful, but maybe it would have been just as useful to have a Territories team based in ACT/NT and drawing players from these areas, with a couple of experienced state (or international) performers to provide experience. Would be a useful way of exposing the talent to higher level competition and 'growing' the game.

Posted by Gizza on (February 8, 2012, 0:11 GMT)

@ed.dixon, well the tickets were sold out. I'm guessing they didn't initially plan to sell as many tickets as the ground could fit. I don't think there is any construction going in the WACA. But the semi in Perth has 15000 odd and that was considered to be a sell-out too. I think the main city that embraced the new Big Bash was Hobart since they don't have a team that represents their city in any major sports league in Australia unlike the other five. Their crowd attendances as a proportion of their city's population is much higher than the mainland teams. The biggest disappointment was not having a team outside the 6 state capitals. Maybe they should relocate the Thunder team to the Central Coast or something. @Mick, wouldn't Perth have a higher metro rating than Adelaide?

Posted by   on (February 7, 2012, 16:58 GMT)

It's also worth noting then that the 2 teams that Syd.Thunder beat to make the final are in the 2 most irrelevant TV markets in Australia (Perth 5th most relevant of metro markets, Hobart not even in Metro Ratings). As for me, I didn't watch a ball of this tournament (I would have if it were still state based) and didn't lose any sleep over it.

Posted by ed.dixon on (February 7, 2012, 11:12 GMT)

"A sellout crowd of 16,255 attended the final at the WACA."

Really? According to Wikipedia, the WACA has a capacity of 24,500, so how does that constitute a 'sellout crowd'. More like a 66% crowd by my reckoning.....

Posted by nzcricket174 on (February 7, 2012, 9:35 GMT)

It was better to watch, so as far as I'm concerned, who cares! One thing city based teams have going for it is like the NRL, it has better opportunity to spread throughout the country. Western Australia has been almost untouched by Rugby League, it is only a few years away from having a team. Other towns and cities now have a better chance to put a team together. Canberra may one day have a team, which only develops cricket in the area and therefore country further. Players such as Michael Bevan would not have had to put their entire life on the line just to give cricket a go. Although loyalties may be lost, it is the best way to develop cricket. ODIs are plain boring now, unless the game has real meaning. Tests are exciting but only target a certain audience. T20 is the way forward, it is easy to play and easy to explain.

Posted by   on (February 7, 2012, 7:17 GMT)

Sorry, I'm one of the 'unfortunate...proud country folk' alleged to have been disenfanchised by the new city-based BBL. This 'state pride' myth is one of the ridiculous assertions made by critics of the BBL, and ironically T20 itself, as the state teams still play in the two supposedly superior formats...and there are 10,000s of empty seats at those games for reinforce the myth. McKenna is right, people will choose to follow a team regardless of geography. I live in a small town an hour from Wagga which has no representation in the AFL, NRL, NBL, ABL, A-League either...who cares? The writer shoots himself in the foot when mentioning '[t]he voices that [don't]count... in Geelong, Newcastle, Townsville, or the Central Coast' when in all likelihood two of those cities will have teams of their own, playing on their own soil, rather than a state team that supposedly 'represents' them but will still play every game in the capital city. Disappointing article considering the BBL's success.

Posted by munibkhan on (February 7, 2012, 6:25 GMT)

Alex, would you rather have cricket die an inglorious death by remaining "true to its roots" and catering to staid old "members"? The popularity of Test cricket is decreasing and T20 is a breath of fresh air (this is coming from a die-hard Test cricket fan). I think CA has done right by introducing the city/locality format (which btw has been used in the US for more than a hundred years now!). Your attitude is exactly what is wrong with Test cricket: an adamant resistance to change and an arrogant "holier-than-thou" attitude (which you have adopted towards T20). Let the crowds come in when they're young, they will learn to appreciate the intricacies of the longer format eventually - getting behinds on seats is a good thing, you make it sound like a corporate conspiracy!

Comments have now been closed for this article

FeedbackTop
Email Feedback Print
Share
E-mail
Feedback
Print
Alex MalcolmClose

Walking up the down escalator

2014 in review: Player strikes, defeats against fellow minnows, and mountains of debt for the board marked another grim year for Zimbabwe

    The first Boxing Day classic

Ashley Mallett: Nearly 150 years ago, the MCG saw the start of a much-loved tradition, with a match starring Aboriginal players

Hangovers and headaches

2014 in review: Embarrassing defeats, a beleaguered captain, a bitter former star, alienating administrators - England's year was gloomy. By George Dobell

Ten years later

Gallery: Efforts by Surrey have helped transform a coastal village in Sri Lanka devastated by the December 26 tsunami

Going for glory and falling just short

Anantha Narayanan: An anecdotal account of close finishes similar to the recent Adelaide Test

News | Features Last 7 days

Watson's merry-go-round decade

In January 2005, Shane Watson made his Test debut. What does he have to show for a decade in the game?

Power to Smithy, trouble for Dhoni

Australia's new captain admirably turned things around for his side in Brisbane, leading in more departments than one

Why punish the West Indies players when the administration is to blame?

As ever, the West Indies board has taken the short-term view and removed supposedly troublesome players instead of recognising its own incompetence

Gilchrist's conscientious moment

In the semi-final against Sri Lanka in 2003, Adam Gilchrist walked back to the pavilion despite being given not out by the on-field umpire

Australia's 50-50 lifelines

Three Australia players made half-centuries on day one at the MCG; for each of them, the innings' meant different things

News | Features Last 7 days