Some games are going to be on FTA TV.
They ballsed up in 05. They should have kept it on c4 and grown the game after the hype. We might not even need the Sky money had they done it well. Ancient history now but they've got to get England on TV. Whether that's all ODIs/t20s or just the lesser sides playing England on TV, with the Ashes behind a paywall I don't know. It's an incredibly difficult decision. People don't get Sky to watch the ODIs though, in my belief, they're buying it to watch the tests. Perhaps C4 and Sky could split the revenue or something when they show games (like I presume they did for the WCF).