Cricket Australia is "exploring the prospect of expanding" the Big Bash League to a "marathon full home-and-away season," as experts predict the league "may have already hit its ratings peak," according to Ben Horne of the Sydney DAILY TELEGRAPH. Plans are being discussed to "potentially push the BBL deep into February," with an aim to give broadcasters "more bang for their buck in the looming TV rights negotiations," and at the same time "reclaim the tail end of the summer" from the Australian Football League Women's. BBL rights are predicted to "at least double and potentially triple" to be worth up to A$60M ($46.7M) a year in the next deal, while int'l rights are "tipped to drop from their current standing" at around A$95M ($73.9M). The upcoming BBL season has already been expanded from four home games for each side to five. However, there is reportedly consideration being given to "cranking that number up" to a full home and away schedule for each of the eight teams. More content does not "necessarily mean more revenue as far as broadcasters are concerned," but CA knows the BBL is its "best hope of securing the rights bonanza" it is "banking on and shutting out rival sports." Ad agency Fusion Strategy media analyst Steve Allen warned that while the BBL is now a "proven summer force" (with average audiences over a million), there are indications "its ratings spikes have hit the ceiling" (DAILY TELEGRAPH, 10/10).
