It has zero to do with Cricket. I have said this many times before, when you put a show on a multichannel, you reduce its potential audience by about half.
Every show that has moved from a main channel to a multichannel has lost around half its audience. While every show that has moved from a multichannel to a main channel has roughly doubled its viewership.
This is why Channel 9 would never make BB exclusive to GO, because the lower ratings and demos would make the show unprofitable.
That's why multichannels are dominated by movies and repeats of other shows, because movies and repeats are dirt cheap, so they can afford to rate and still rate badly.