The ECB's deal with the devil

Much has been made about England's low key celebrations in the wake of their Ashes success, especially so when you consider the endless hullabaloo that surrounded the 2005 win. Gone were the open top bus rides, speeches to a packed out Trafalgar Square and clearly drunk cricketers falling head first out of hotels. Gordon Brown will have certainly rested easy on Monday knowing that no-one would be pissing in his 10 Downing Street garden.

Indeed, there's a different feel about this Ashes win and it's a world away from the carefree euphoria of 2005. The standard of cricket was inferior to last time though the level of drama was almost as thrilling. For the 2005 Old Trafford draw, read Cardiff in 2009. For England's dramatic win at Edgbaston, read the easier but no less exciting Lords win. There is a feeling this time around that England didn't deserve the victory as much as they had last time out. And, not to take anything away from Andrew Strauss and his men who did deserve their win, Australia are certainly easier to beat these days.

Lily Allen aside, this series win hasn't drawn the masses of newly found cricket fans that 2005 did. Perhaps there's another reason for the lack of national outpouring of emotion. Where last time everyone in the land had access to live pictures of Michael Vaughan lifting the famous little urn, this time only those lucky enough to have a Sky subscription could watch Strauss' turn.

The viewing figures do not do this series justice. Sky do a brilliant presentation and can only be commended for their cricket coverage. But the truth remains that many in the UK were unable to watch any of the series because they were saddled with plain, old, regular terrestrial television. What hope is there for cricket to take off again as a summer sport if children up and down the land have no basic exposure to it?

The ECB have their reasons for selling out to Sky and the revenue earned per year from the lucrative deal probably allows them to sleep a little easier each night. But as long as international cricket is only available for a subscription fee, then national interest in the game will continue to falter.

It's a sad truth that whatever heroics Strauss and his men achieve, their efforts may not be as universally recognised as those from years gone by.