BBCNEWS The Media Show June 4, 2024 20:48:00
I think what you have to do with the younger audience is firstly, make sure you are relevant, and secondly, make sure you're operating in the spaces that those young audiences are, particularly in the digital space. and i think when you do that and you get involved in your sport all the time, they'll grow to love cricket. and i'm sure over time, as they grow to appreciate more, there is the longer format of the game which will still remain the pinnacle of our game. now back in 2005, england won the ashes in a nail—biting series — interesting cricket really was at an all—time high at that...