Let's fill those grounds

Pay a few hundred rupees and people will turn up for anything in South Asia. That is why the thousands who attend political rallies do not always represent the strength of public feeling. The votes, support, or participation of millions of poor people can be bought or bullied.

Finding extras for blockbusters like Gandhi is never a problem either. Asking the masses to part with a few hundred rupees to watch Test cricket, however, is much more difficult. And when that translates into empty stands at Test matches in India, the hottest bed of cricket enthusiasm, it is time for Asia's administrators to think of new strategies.

The rulers of Asian cricket have plenty of excuses, of course. The favourite ones revolve around blanket television coverage and a preference for one-day cricket. But these are just excuses, and they are convenient because the revenue from television rights and one-day cricket means that half-empty grounds for Test matches do not cancel out profits. The Indian board, as we all know by now, is the richest in the world. The Pakistani board, despite its recent claims to poverty, remains one of the wealthiest organisations in the country. This financial clout is echoed in Bangladesh and Sri Lanka. But jam today never guaranteed jam tomorrow.

When Sachin stroked his breathtaking century at Ahmedabad, the ground was the fullest it had been, but it was not full. The atmosphere was electric, yet the voltage was only half what it might have been. Sachin's mastery deserves better, but so do the fans. England, with nothing like India's fan base, expect to fill their grounds for at the least the first three days. Channel 4 and Sky serve up wall-to-wall coverage and the internet does that and more - still the punters troop in. One-day internationals are sold out too.

The difference then lies in creature comfort. Bucket seats at English grounds might not be the height of luxury, but they beat a concrete slab every time. Uncovered stands in England are a boon for sun worshippers; uncovered stands in Asia are a killer for shade lovers. That aside, the amenities (toilets and catering) should carry a health warning. The marketing men - and they are a new concept in South Asia - care a great deal about sponsors, advertisers, players and bigwigs, but they have forgotten their core customers: the fans. Those billions from television rights and sponsorship deals must be reinvested to make the grounds worth visiting.

The danger is that the applause for Sachin's magic or Murali's wizadry will become a ripple rather than a tsunami. Test cricket has a unique atmosphere and tension, but that will disappear as more fans opt for their television sets. Asian administrators need a new vision - one that goes beyond short-term profit.