ECB pushing for more free-to-air coverage – with ITV open to showing Test cricket

Sky could share content with ITV in next rights cycle Tests in England have been behind paywall since 2006 The England and Wales Cricket Board is planning to offer more rights packages to free-to-air broadcasters in the next set of TV contracts beginning in 2029, with the aim of broadening the sport’s appeal.

While the ECB will not follow Cricket Australia by offering a bespoke free-to-air package for domestic Test matches, the Guardian has been told that long-term partner Sky Sports could share some of its cricket portfolio during the next rights cycle with ITV, whose £1.6bn takeover by Sky’s US parent company, Comcast , is expected to be completed next year.

Continue reading...