Digital rights pivotal to future of Big Bash League broadcasts, predicts Ten executive

September 19, 2016 10:46

The future success of cricket’s Big Bash League on TV could hinge on how Cricket Australia handles the digital rights, predicts Network Ten sports boss Dave Barham, with the broadcaster saying there is little room left on the terrestrial broadcast to improve the show.

After nurturing the sport for three years, the BBL exploded last summer becoming a ratings blockbuster for Ten as the fast pace and entertainment angle of the sport grabbed the attention of a new generation of viewers.

The sport delivered Ten its biggest summer audience since 2004-2005 and the network has locked in its commentary team, adding new faces in Darren Lehmann, Andrew Symonds and Brendon McCullum, while Roz Kelly has been hired to anchor the coverage.

Ten has also extended the contracts of Ricky Ponting, Adam Gilchrist, Damien Fleming and Mark Waugh, with Barham saying the chemistry of the commentators has been crucial to the sport’s success.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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