By the way, how the matches between BIG 3 and other team is a money making affair ? I think it is only the matches between BIG 3 that may only generate expected revenue.
ICC needs to realize that advertisers will be more interested in matches that are more widely viewed by the public and public would like to see the close matches no matter who is playing. For Example, I would be more interested to see a test match between West Indies and Sri Lanka as compared to a match between India and Zimbabwe. Similarly, a one sided match between Australia and Sri Lanka may not be watched but viewers would be more willing to see a test match between Afghanistan and South Africa.
Idea that only matches with India Australia and England make money is wrong. These teams have many fans but advertisers care more about matches that many people watch and are exciting. People want to watch close matches no matter which teams are playing. For example thrilling match between Afghanistan and Sri Lanka might attract more viewers than one sided match between Australia and Zimbabwe. ICC should focus on making fair and exciting schedule instead of relying only on BIG 3 teams to make money.