Word: testing
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...CRASH TESTED A pair of Australian amateurs produce Crash Test Kitchen crashtestkitchen.com) one of the first cooking video podcasts. Unlike TV shows in which top chefs use snazzy gear to make gourmet cooking look easy, these shorts have bumbling on the menu. Their homey videos offer a realistic and entertaining view of home cooking...
...making televised matches?along with advertising slots and sponsorship deals?more valuable. Membership of the ICC, the sport's international governing body, has expanded from 47 countries in 1997 to 96 last year. The ICC also moved its headquarters from London to Dubai and aims to grow top-level Test cricket from 10 sides today to a 20-strong second tier of cricket-playing countries that include China, the Netherlands and Canada...
...Partly because of that "aggressive" international push, says Speed, the ICC chief, cricket is increasingly being viewed by broadcasters as a truly global sport, like soccer. Even in the U.S., cricket is catching on. There, pay-per-view cable subscribers forked out roughly $50 million to watch the 2005 Test series between India and Pakistan, making the U.S. the third-biggest revenue source for that tournament. (The ICC says those statistics are partly explained by 2 million ethnic South Asians living...
...Technology has played a part, too. Stump-mounted mini-cameras, computer graphics to predict a ball's trajectory and touch screens that allow commentators to write their analysis across the picture have made cricket one of the flashier sports on TV. Speed says even the length of the games?Test matches between national sides can take five days and a series one month or more?is appealing to broadcasters and advertisers. "It's a lot of content," Speed says, "enough to fill a channel for days, and is a very valuable commodity for sponsors." Nike apparently agrees. Pawar tells TIME...
...seems to be just one missing ingredient: a winning India side. The national team has captured only one World Cup?the tournament held every four years in the game's one-day format?and that was in 1983. It's been almost as long since India took a foreign Test series, not counting its victory against lowly Zimbabwe last autumn. "The cricket talent in India is still very much untapped," says Rahul Dravid, captain of the country's team. "The hope is that the new money can help find our future stars...