by Diana Ching
Thursday, October 17, 2001

The UK TV viewing figures for this year's Ashes contest make alarming reading. Given the pulling power of the glamorous Aussies and England's four consecutive Test-series victories, this should have been a summer to smash all records.

Yet Channel 4's figures were 37% down on the BBC's during the last home Ashes series in 1997, and significantly down, too, on the 1999 and 2000 numbers. Channel 4 seem to have little excuse, telling Wisden Cricket Monthly that they felt "comfortable" with these results.

But they must be asking themselves why the situation has got worse. After all, tickets to the Test grounds this summer sold like hot cakes.

Right from the start of its cricket broadcasting career in 1999, Channel 4's avowed intention was to target new, younger audiences -- and, apparently, younger viewers have tuned in. The section of the viewing public that is missing is women. Fewer are watching than in BBC days -- something of a surprise, given Channel 4's demystifying approach which has been such a big part of their coverage.

Perhaps it's time to face facts. For every woman who drops everything to watch hour after hour of cricket on TV, there are many, many more who can't sit still long enough -- and more to the point, simply don't want to.

When will Channel 4 get it? The starriest line-up of commentators and the cleverest gizmos known to man are not going to wow women into watching cricket. What will go some way towards that are two things. One, a more consistent England performance (out of any broadcaster's hands). And two, more personalities.

Let's face it, England could use some real stars, à la David Beckham. What woman, football fan or not, was unaware of the great man's dying-minute goal against Greece to save England's bacon? Compare him with Mark Butcher, hero of Headingley with 173 not out which gave England their only victory of the series. Few women were remotely aware of Butcher's effort. Indeed, most women would be hard-pushed to name a current England cricketer.

But the point is that to women Beckham's fame is not all about his prowess on the pitch. He has a personal life too, an appeal and an image away from his sport -- and that's the way to lure women into watching cricket. Women are more interested in people than statistics. Why do so many women watch soaps on TV? Not because the plots are thrilling, but because they start to believe the characters are real and identify with them.

If cricket wants to attract a more female TV audience, someone, somewhere, has to call for the spin doctors to make personalities out of our players. What did Channel 4's publicists achieve this year, apart from organising beach raves? Why didn't they get a Nasser Hussain At Home spread in Hello! magazine when baby Jacob came along? Whey didn't they get the players on talk shows and look at new PR avenues aimed at potential, rather than existing audiences?

The Saturday morning cricket roadshow is a step in the right direction, but they are preaching to the converted and quick-fire slots on Graham Thorpe's favourite band and Marcus Trescothick's latest CD purchase are not going to win new female fans at a time when most of them are probably out shopping.

Next summer's less dynamic opposition, Sri Lanka and India, will be even harder work for the TV people unless they look hard at how to fill the gaps. People and personalities are the key to kick-starting women's interest in cricket. Until then, most will always choose an hour at Lakeside rather than endure a day at Lord's.

Diana Ching is a freelance writer and a keen Hampshire fan who has worked in cricket sponsorship.

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