World Twenty20: Is anyone watching?

Since the inception of Twenty20 cricket in 2002, it has been subject to mixed fortunes. The first few years were profitable, exciting and gripped a younger generation who were otherwise dispassionate towards cricket. But in recent years, the excitement has waned, the younger generations that were once hooked have dissipated and the once touted 'saviour of cricket' has seen its popularity slide.

This year, the World Twenty20 is being held in Sri Lanka and coverage has been, to be kind, sporadic. The overwhelming reaction to the tournament has been a universal shrug of disinterest. You would expect that a major cricket tournament would, at the very least, attract some form of home support but even that has been thin on the ground. There are growing concerns within the game that the once lucrative business of T20 is under increasing threat.

There is no doubt that T20 is the most exciting of all forms of the game. The format has attracted some of the biggest crowds for cricket matches that this country has seen for many a year. At international level it has created new superstars, players not necessarily suited for the more traditional five day format have found their feet and recognition in the form of big-hitting. The major issue the competition has had to deal with has been the lack of support from cricketing purists.

There has always been detractors who say that T20 doesn't represent true cricket and that it has moved too far away from its core values in the pursuit of a quick buck. There is no doubt that test match cricket is a world away from its shorter equivalent, but does that mean that it shouldn't be mentioned in the same breath?

Take this summer's test series against South Africa for instance. There was a lot of publicity and hype surrounding those three matches with widespread coverage across all platforms. With the Twenty20, there has been very little said about what is happening over in Sri Lanka, even when discussing England. There just isn't the enthusiasm that normally is the hallmark of supporting England at a major cricket event. Even the 2010 victory failed to ignite that missing passion in the international Twenty20 arena.

There is a definite sense that Twenty20 has proved itself to be nothing more than a flash in the pan, especially at international level. It would surprise me if the tournament carried on its current format beyond its contracted time.