The 'Dot TV' phenomenon means that some sport is now on the web. Live. But legally, I don't know where such viewers might stand.
Millions of pounds, dollars and rupees are being poured into the game. Not one penny (or cent or one hundredth of a rupee) seems to be earmarked for the terrestrial or non Pay-TV viewer in the United Kingdom.
On the forums and boards, those who take a position that some live cricket should be made available to the majority on free-to-air TV, are often made to feel like cheapskates, or worse.
Why? I don't resent people having subscription TV. But if all I want to watch on pay-TV is cricket, then why should I have to shell out £50 /month just to see my favourite sport - as well as other channels that I don't want?
If - as is argued - cricket was under-funded back in 1998, why were terrestrial TV viewers blamed for that? Why should terrestrial TV viewers be made to feel that they are holding back investment in cricket because they want to see live cricket on a non-Pay TV channel? When did new investment in the game and the desire of TV viewers to see cricket on the TV become mutually exclusive? I honestly don't know the answer to that question.
But I can hazard a guess. Something to do with money. There was no money to be made from catering to the cricket-watching masses. The Ashes 2005 was supposed to herald a 'new dawn' in English cricket. Well ...?
When 'new' Labour came to power in 1997, they had lots of things that they wanted to do. One of the most important mantras for them at that time; they must NEVER get on the wrong side of big business, and over and above all NEVER be ungrateful to the members of the 'fourth estate' that they believed helped them back into power. If a member of that 'fourth estate' has a stranglehold on the nation's summer sport, then all that can be said is that the rights were dealt with in 1998 when the governing body made an impassioned request to the Government for the game of cricket to be taken off the sporting 'A' list, as its protected status meant that investment could not occur at anything like the pace required to bring cricket in line with football (soccer), and perhaps, tennis.
The Government acceded to the governing body's request in 1998. Ten years ago. The root of the present nasty attitude to cricket lovers who don't, can't or won't have subscription-based TV started at this point, I think. The Government can't or won't intervene because access is now a private matter between the governing body, the subscription-based TV broadcaster and their advertisers. Exclusive TV rights then become a issue between the entities concerned, NOT the Government. They do not wish to interfere in what is a private business matter - even if privately some of them know that a deal was struck which took live TV coverage of cricket away from millions of people who genuinely enjoy the pursuit.
It should also be noted that the present governing body of the game of cricket receive public monies for the sport. Not much - but they do get some public funds. Yet the majority of the general public cannot see the game live at all. This is the 'national summer sport'; we are told this often enough. The goals of deep investment in cricket and live access through terrestrial TV, DTT (digital terrestrial television), Freeview or via the Web should never have been made mutually exclusive.
Cricket lovers who are not pay-TV subscribers are not the 'baddies' here. They never sold the game out - cricket was taken from them when the EXCLUSIVE LIVE TV RIGHTS deal was signed. Access was not denied by these people. Yes, TMS is great. But most of us listening to England vs South Africa want to SEE the game - LIVE.
The covert 'dog whistle' campaign run against those who won't subscribe for cricket's sake has succeeded. The millions of people who watched England score a series win against Australia in 2005 on Channel 4 may well be the last terrestrial TV viewers of the 'metaphysical game'. For if access is to be found for the majority, it must now come through digital channels or digital bandwith online, as analogue TV is clearly on the way out in the UK.
But in the meantime, if you are willing to hit the forums and shout 'cricket should be live on free-to-air TV!', you may well be made to feel like an enemy of cricket's future development. You'll need the courage of James Anderson to face up to that kind of 'bouncer'.