ECB pushing for more free-to-air coverage – with ITV open to showing Test cricket
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Sky could share content with ITV in next rights cycle
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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.