Well the BBC have been bigging this up - and were then quite surprised by the negtaive reaction they were getting from cricket fans according to radio 5 earlier. Typical of the media in many ways - they don't seem to appreciate that ordinary people increasingly can see through spin, whether imparted by politicians, broadcasters, sports bodies or whoever.
It seems to me this is a huge gamble by the ECB. Rather than building on their core audience they're going after a a new one - the 18 million sporting families (whatever that means), not many of whon attend cricket. Anothre issue is that made up sports teams rarely work in this country - Murdoch's attempts to introduce Rugby League franchises failed, for example. We shall see.