The England and Wales Cricket Board (ECB) has initiated landmark discussions to bring live Test match cricket back to free-to-air television, with ITV emerging as a frontrunner to secure secondary broadcast rights.
If finalized, the deal would mark the first time Test matches have aired on UK terrestrial networks since the iconic 2005 Ashes series. While Sky Sports maintains its core rights package, the proposed model would mirror hybrid broadcasting structures seen in European football, sharing select summer Tests to widen grassroots engagement.
The drive comes amid internal ECB data showing an aging viewer demographic for domestic red-ball cricket. Executives hope that placing high-profile international matches on terrestrial TV will reignite interest among younger audiences ahead of upcoming home series. Discussions remain ongoing between broadcast executives, with a target implementation set for the upcoming summer schedule.