SpaceMonkey said:
They use to be but not any more.
But even tho sky can offer infinitely more money than bbc / ch4 id be surprised if the ECB would risk losing the audience that a terrestrial channel would gurarentee them.
As far as I can see giving all cricket-coverage to Sky because the initial package was more lucrative would be one of those not-entirely-vicious circles that ends in catastrophe:
Sky take cricket coverage - more money in the short-term:-
Cricket audiences diminish - cricket becomes a much less valuable investment:-
The package becomes less valuable, a smaller sum is paid for the next one.
I hope and pray that The ECB see this and take the long-term, sustainable view.
One thing we can say is that England's phenominal Test run simply could not have been better-timed - just as the new deal is being negotiated, televised cricket is at the most lucrative point it's ever been.
Now the new deal is as good as we could hope for, then we get two series against strong teams, but the 10-0 thrashing comes too late for the TV companies.
Well, hoping against the 10-0 thrashing, but the important work has already been done. English cricket's immidiate future is as safe as it could have been - as I say, we could not hope for a better light for public and TV companies to see the game in, just at the most important time of all.