While that seems unlikely, comments by Nine's chief executive Hugh Marks could not have come at a worse time when Australia is struggling on the field.

In an interview with The Australian Financial Review, Marks has left open the door for Nine to drop international cricket in favour of the growing beast that is Twenty20's Big Bash League.

"All of those things are, obviously, things we need to consider, we need to look at the financial return on all the different forms of the game," he said.

"Cricket is Nine, Nine is cricket ... it would be a big decision for us to walk away from that (international cricket). But, all of those things we'll have to consider hard, because it's a financial challenging environment and we need to be very disciplined about our decisions."

Nine is not in rude financial health as negotiations with Cricket Australia over a new deal open soon. Rival networks believe CA is after $200 million annually, including the BBL and digital rights. Ten's deal with CA for the BBL is currently worth $20 million annually - that could treble in the new deal.

Fox Sports, as revealed by Fairfax Media, has already expressed strong interest in even simulcasting home international matches or providing its own commentary. Seven is also circling.

Nine paid $450 million in cash and contra for the international rights over five years from 2013, having handed over $45 million annually under the previous deal. Ten reportedly offered $500 million for the rights to the BBL and international cricket during the last round of negotiations.

Marks said the uncertainty of international cricket - weather issues, Tests not lasting five days - had an impact on advertising. And that's the case even when Australia was winning, as was shown against New Zealand and the West Indies last summer.

"You have to factor in certainty around the sport and revenues. In a tough environment, that certainty becomes even more important," he said.

"Last year, we had issues around weather. No one wants to watch the Australian team losing and losing in what this will be effectively three days of play (in Hobart last week). That certainty when you're going to make a big investment is really important.

"As I've said in the market, there's been a lot of talk about us increasing our cost of cricket rights. I'm going to stick very much to my line; I think we're paying more than a fair price for the rights we're getting, with all of those factors in play."

Nine has revamped its commentary team this summer, axing Brett Lee and Mike Hussey, and signing former Australian captain Michael Clarke and former England batsman Kevin Pietersen.

Ratings were down during the Perth Test against South Africa, which is shown on the eastern seaboard in prime time, while rain and Australia's woeful form in Hobart would have hurt Nine's bottom line. But the big test will be this week's day-night clash in Adelaide. The pink-ball concept was devised with spectators - and ratings - in mind.

The Adelaide Test has such a celebratory vibe about it that the crowds will come. But a losing Australian side is a concern for ratings. Day-night Test cricket shown in prime-time was supposed to retain - and even attract - viewers in times when Australia was struggling.

Nine's executives and CA's bean counters will hope a revamped Australian side, seeking to avoid its first home series whitewash since 1877, will quickly become a television turn-on.