Sadly, the terrestrial TV companies can’t compete with the pay TV companies. The ECB have to consider the funding of the grass roots game and TV money is used to get programs like All Star Cricket off the ground and that, fingers crossed, will help bring a new generation of cricketers into the game. I don’t blame the ECB at all for selling the rights to highest bidder.
For me, the government should intervene. The Ashes (particularly the home series) and T20 World Cup should be alongside other sporting events like Wimbledon, the Euros, the World Cup, the Rugby World Cup and the Olympics that have to be available on free to air.