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Other than the major series like the Ashes and the tours involving India, the importance and popularity of the other bilateral series has been decreasing in the recent past which has now become a big concern for the ICC. These series could be endangered if not properly nurtured and marketed properly in the future. The warning has come from ICC chief executive David Richardson who said that success of domestic leagues like IPL, Big Bash and the growing Carribean Premier League have made them more enjoyable an attractive for the cricket fans and the broadcasters.
A possible solution to revive the popularity of bilateral series, cricket’s administrators are discussing the creation of qualifying leagues for both Test and ODI cricket as a possible solution.
“Apart from series such as the Ashes – which has an iconic, traditional status – and series between India and the top Full Members, many bilateral series are perceived as having little relevance,” Richardson told ESPNcricinfo in London. “Attendances in most series, especially for Test cricket, have fallen and the revenues generated from these series are not growing.”
Richardson said the issue was once again high on the agenda at the ICC annual conference in Barbados in June and would take precedence at the next ICC Board meeting in October.
“The international cricket landscape has changed over the years and even more significantly in recent times with the advent and success of domestic Twenty20 leagues such as the IPL, the Big Bash and the CPL. These events are attracting widespread support from fans and hence the interest of broadcasters, sponsors and other commercial partners.
“Similarly the interest in and value of ICC events such as the World Cup, the Champions Trophy and World Twenty20 has grown significantly over the last eight years or so. The increase in interest in ICC events and domestic Twenty20 leagues effectively provides competition for the interest in bilateral international cricket series (FTP series).”
The popularity of these bilateral series and the revenue generated are the source of revenue of the full members and hence its revival is of utmost importance. Many solutions have been put forward in the past. Richardson too suggested the same to begin with, and also added that sometimes countries are responsible for their own plight.
“How can we grow interest in bilateral series – bigger crowds, more people watching on television, following the series on their phones, tablets and computers? For this to happen bilateral series need greater context, a clear narrative, improved marketing and a more certain and coordinated schedule,” Richardson said. “What’s the use of scheduling a series in the monsoon season or how can you expect to grow the fan base or attract attendances if series are scheduled or changed at the last minute?”
To make them more interesting from viewers’ point of view, rather a 5 or seven match series, Richardson suggested a tri series at an opportune time.
Richardson revealed a possible solution the administrators were thinking about was creating qualifying leagues for both Test and ODIs, an idea that had the support of all the powerful members of the ICC Board. “Scheduling more tri-series, creating a brand around the FTP and around individual series, creating a fresh brand for the ODI format itself (World Cup Cricket for example, as Wally Edwards is proposing), creation of Test or ODI World Cup Qualifying leagues. These are all ideas that need to be considered and discussed. They have been mooted before, but now with the involvement of Mr Srinivasan as Chairman, the BCCI, ECB, CA and the other Members, these issues are being seriously looked at.
“We are just in discussions at the moment. Michael Holding has spoken about a Test league of two divisions, others have previously suggested a six-and-four teams format. But first the principles and then the detail needs to be debated and agreed. I think it is achievable if all the Full Members think it is worthwhile and want it to happen.”
Richardson said that such leagues will be independent of the ICC ranking, quite similar to the qualification leagues in football. “The debate on leagues is still in the drawing board phase, but even if leagues were introduced, the rankings would still coexist. The ICC rankings will always be there. Take international football, for example, they have qualifying leagues for the FIFA World Cup and Continental tournaments, separate to the world rankings.”
