Snooker needs its version of Twenty20, says Barry Hearn

• WPBSA chairman wants more money and different formats
• Sport needs 'best of five frames' or a 'one frame shoot-out'
Barry Hearn
Barry Hearn wants a whole new ball game to revive snooker and bring back audiences. Photograph: Steven Paston/Action Images

The 2010 World Snooker Championship begins on Saturday at the Crucible Theatre in Sheffield. For just over two weeks, millions across the country will watch to see whether Ronnie O'Sullivan will win a fourth title or suffer another blow-out. But just how many millions?

Twenty-five years ago, 18.5 million people watched the famous black-ball final between Dennis Taylor and Steve Davis. But audiences have dropped severely, with an average of three million having watched the concluding frames of last year's final, between John Higgins and Shaun Murphy.

With a smaller following, sponsors are increasingly difficult to find. The complete ban on cigarette advertising introduced by the UK government in 2005 meant snooker lost a valuable source of prize money. Since then, ranking tournaments have had a succession of short-term sponsors. Embassy, which sponsored the world championship for 29 years, was replaced by but in August 2008 it pulled out, three years into a five-year deal. It was only shortly before last year's tournament that Betfred stepped in.

So what can be done to save snooker? Barry Hearn, who became chairman of the World Professional Billiards and Snooker Association (WPBSA) in December, believes he has the answers. Hearn, who is also the chairman of the Professional Darts Corporation (PDC), has a manifesto for new tournaments, more prize money and different formats to entice a new audience. On 5 May, the WPBSA and the players will decide whether to act on Hearn's plans.

Despite falling audience numbers, in part an inevitable effect of multi-channel television, Hearn thinks there is a platform to relaunch snooker.

"The television viewing figures on the BBC are still sensational, so I wouldn't say the popularity has dropped," he says. "There isn't much that gets more viewers today than the world final. The perception, though, is without doubt that because there aren't many tournaments on TV, people don't see it that much, so they think snooker's popularity is declining."

Hearn wants to split World Snooker Ltd from WPBSA, which would become the regulatory and commercial body for snooker. Ahead of the crucial meeting, he is confident his ideas will get the vote.

"There has been a lot of buzz about snooker over the past three or four months he says. "The feeling at the moment amongst the players is positive. There is a feeling that the last 10 years have been a disaster."

The new chairman is critical of the previous administration for not creating enough exposure.

"The governing body has been looking for an alternative, but they just stayed with the same old slop. We need to invest if we want to believe that there is a future for snooker. Now is the time to do something, not nothing.

"In recent times, the people running the game have been lazy and complacent. Sport today is entirely different to the Corinthian spirit days of the past. It is a very competitive world and it's all about image now and that is something snooker hasn't had."

Since taking over in December, he has laid down plans for a ranking tournament in Berlin and new formats, such as one-frame shoot-outs, to increase audience numbers.

"By creating new events and formats we can connect with a younger audience," he said. "Just look at what Twenty20 has done for cricket recently. It has totally changed the game and is selling out grounds everywhere. If snooker can come up with more variety, like best of five frames or even a one frame shoot-out, then it will help.

"Each event has to have it's own personality as well to help it appeal to different types of people and media. At the end of the day something which might appeal to the BBC might not appeal to Sky Sports, so we can't just have the same old best of nine frames competitions if want to get more exposure."

Hearn believes snooker can come alive again and keep not just fans but top players too. If more tournaments are offered, the stars will "show how good they are".

"Players have got to want to get out of bed in the morning to make it happen, which is why I am hoping more events will get them going. If the pro-tour starts it will be a big help. These types of tours have a proven track record in other sports such as golf to show how popular they can be."

Whatever the outcome on 5 May, snooker's future will be affected. If his manifesto is passed, Hearn does not think fans of the game's traditions will feel alienated

"Traditionalists will always buck change. To use cricket as an example, the traditionalists still want their five-day Test matches, and we will do that through the world championships. But young fans have to be encouraged to watch, because they will be the traditionalists of the future."

Today's best video

Today in pictures