How TNT’s Ashes cricket experiment mirrored Bazball

The first Test of an Ashes tour sets the tone for the series ahead. It gives fans a sense of where momentum might swing and how both teams plan to shape the contest. This year, though, England’s collapse dominated the headlines so completely that TNT might have hoped its new broadcast approach would slip by unnoticed. It didn’t. Even with frustration aimed squarely at the team, viewers still found plenty in the coverage to question.

England’s performance fed the usual mix of disappointment and debate, especially around the high-risk, high-reward Bazball ethos. But the Test also highlighted how much viewers depend on coverage that feels grounded in the sport. 

TNT’s decision to move away from established cricket voices and turn to presenters known for rugby and cycling was always going to raise eyebrows, much like Bazball.

While Alastair Eykyn and Rob Hatch are excellent broadcasters in their own fields, the assumption that any seasoned commentator could simply slot into the Ashes and instantly carry the trust of a cricket audience was, in hindsight, possibly flawed. Cricket broadcasting relies on more than clarity or energy. It needs a sense of rhythm, a feel for the ebb and flows of sessions, and an instinct for when to let moments breathe. Those qualities are usually earned over years.

Whilst it’s easy to observe and comment from the sidelines, this fed into a feeling that TNT had underestimated the emotional contract between broadcaster and viewer. It needs care, detail and a sense of respect for the pace of the game. When a broadcaster misses that, fans read it as a signal about how the sport is valued.

The Ashes is not just another event on a crowded rights calendar. It is a cultural fixture. living in the memory of supporters who measure their summers by it. Changing the tone without guiding people through that change is a risky move.

It is an interesting parallel with England’s own approach. Bazball has thrived when it feels instinctive and well-supported but falters when the idea is pushed too far without enough structure behind it. 

TNT’s broadcast choices gave off the same sense of overreach. A bold plan, perhaps, but not one anchored in the understanding that cricket broadcasting requires more than enthusiasm to get right.

People can accept experimentation, and creators on platforms like YouTube, Snap & TikTok experiment in real-time, but not only is broadcast still measured to a higher standard, viewers want to feel that the experiment still connects with what they love. The first Test suggested a gap between TNT’s vision and what viewers want from cricket coverage. When the experience becomes distracting rather than enriching, fans begin to retreat. Some start hunting for alternative commentary feeds. Others simply switch off earlier than usual.

This is not something TNT can brush off as a rough opening Test. Viewers are already wary about how sports rights shift and how coverage changes hands without much explanation. Trust is fragile, and when damaged, it rarely returns on its own. The first Test showed that TNT must rethink its approach if it wants to build something sustainable. Cricket fans will always be loyal to the game, but they are not guaranteed to be loyal to how it is presented.

Ben Stokes will say there are four more tests and time to respond. If TNT wants to repair its bond with viewers, it also needs to adjust quickly. 

Casey Harwood is chief business officer at Engage Digital Partners