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Was probably too late. so for us, shortening the game was really important — hence why the hundred came around. as we've said, the rights are shared with the bbc and sky. earlier on, i spoke to bryan henderson, director of cricket at sky sports, and i asked him at what point they got involved in the hundred. this is all part of a new television rights deal formed in 2017, it was initially supposed to be a 2020 competition, as part of a new five—year deal that ran from 2020—24. and yeah, like i said, it was meant to be t20 competition — they came to us in 2018, i think, and suggested th...

And snapchat for their attention — is it a completely impossible challenge to get them to watch a test match these days? i don't think it is. 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 in, particularly in the digital space. and i think when you do that and you get involved in your sport, over 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...

Interesting process, and i think it's been a really good process. and i think what ecb, sky, and bbc will all agree is that working closely together has been a really good idea. it's definitely been a collaboration — when we committed to spending over £1 billion to sport as part of this wider deal, the boss at the time was determined this would be more of a collaboration between the broadcaster and governing body. that's so interesting, i wonder, you've obviously paid a lot of money for this — do you see this as almost like a lost leader that you're hoping to convert more people to cricke...

A new format for sport. yeah, and it's been a really interesting process, and i think it's been a really good process. and i think what ecb, sky, and bbc will all agree is that working closely together has been a really good idea. it's definitely been a collaboration — when we committed to spending over £1 billion to sport as part of this wider deal, the boss at the time was determined this would be more of a collaboration between the broadcaster and governing body. that's so interesting, i wonder, you've obviously paid a lot of money for this — do you see this as almost like a loss leade...

Say that amazon's been a really big success story. they've been very strategic in how they've bought their rights — - so for example, in the uk, they are buying them - in december which coincides with the christmas sales, i and we've seen that it's not just getting subscribers - onto amazon prime, but converting that revenue into the online - platform, as well. they've taken a bit more - of a back seat at the moment, and i think what they will do is consolidate for a bit, - then in a couple years' time, i decide where they want to go. minal modha, thank you very much indeed. that's all we've...