T20 is also making some impact in pushing the game to new markets. The Russian-language version of Eurosport 2 showed the World Club Championship T20 (or whatever it was called) and a while back it had the World Cup and even the qualifiers (I found out by chance, looking for the Bundesliga, and got a bit of Ireland vs Afghanistan). No test cricket has ever been shown free-to-air in Russia, AFAIK.
Does it matter? Well, for Russian cricket it does. First because it creates a coherent Russian-language vocab to talk about the game (this sounds a bit weird to me because it borrows from other Russian sports as well as from English, so a 'podacha' (delivery, but in football a pass) might lead to 'ochki' (runs, but more usually points) or an 'aut' (wicket, from 'out')). But it means that people who have some interest in the game start to have a means of talking about it and explaining it. This helps to recruit new players and finally we have a small cricket venue in Moscow (I wrote about Russian cricket here a while ago -
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The same process has helped to develop Russian rugby. It used to be a non-event here, but now the national team takes itself reasonably seriously and aims to reach the World Cup every four years (just missed out this time). That's been backed up by showing Tri-Nations games on free-to-air and, again, creating a Russian rugby language. But I don't believe it would be happening without an available range of relative short, self-contained events to attract an audience. Give it time, and you might start attracting people to 5-day tests, but it won't happen overnight.
And that leads to another problem within the ICB - when do developing nations get a chance to play longer games? The Ban-Zim series at the moment is a rare chance for either team to actually win some tests (and with Ban 59/4 chasing 101, it could be an exciting finale), but where do the associates get a chance to play regular tests against each other, never mind Ban, Zim or a 'proper' nation? If you don't promote a culture of 5-day cricket in other countries, it won't just arrive by itself.