I have just read Roger Baird’s excellent Cover Story about cricket, but, unlike the person from Channel 4, I do not believe there is a great latent demand for the sport.
Let’s not delude ourselves. This is not football where for one match Wembley is half empty and for the next the nation grinds to a standstill. That’s latent demand.
So, rather than trying to “ignite” this demand, I believe we would be better off trying to “create” it.
Innovations to the competitions and leagues put in place by the ECB are all to be welcomed, however, I do not believe that they alone will create new consumers.
If I could make a humble suggestion for the 13m that Channel 4 has promised to market cricket, provide each of the nation’s 23,000 primary schools with a complete set of equipment, including instructional/inspirational videos.
I’m sure the figure of 560 per school would be more than adequate to provide everything that was required and, maybe, we might ignite an interest in a handful of children per school per year.
It might not sound much, but in ten years that alone could double the present BBC viewing figures.