Good to know 99 million people watched Test Cricket. ICC seems to done their job of making Test cricket popular again.
No one's asking Star to ditch cricket for football. They are expecting to air live matches instead of highlights on all their channels. Even cricket fans are demanding fresh magazine shows featuring International cricket over just India Team and IPL.
Yes Agreed that Cricket generates huge revenues, it also have the huge costs involved with it. Just take the WTC Final as an example, Star India haven't even dared to monotise the event outside the sub continent. They invoked a law on their agreements to retain only Sub Continental rights and had asked ICC to do whatever they want to do with Rest of the world.
They don't have any live events apart from Wimbledon, F1 as of now. Wait for a month or two, they will be back with most cricketing and football live action once the season begins. Coming to the magazine shows, they are mostly invested in Indian cricket which are only the ones set to have an impact with garnering the eyeballs. They are doing follow the blues, game plans etc for the Indian team matches even though they aren't technically broadcasting them. Coming to international cricketing events they have no reason as of now to get involved as they only hold Indian and South African home games.
How much loss is Sony making every year? What's the numbers?