With the Australian Open about to kick off, Tennis Australia is out to cut through all the Big Bash League noise. Earlier this week, The Sydney Morning Herald reported on discussions with Channel Seven and Nine about hosting a week-long Fast 4 tournament in Sydney. Demand is increasing for high entertainment, snackable content, like cricket’s BBL, and this could be the format for Tennis Australia to reinvigorate Sydney’s passion for tennis. Is the Fast 4 enough to motivate Sydney to watch live matches and will it have the same success as the BBL? With exclusive access to Nielsen’s CMV Sport Database, The Media Store was able to get the serve on the world of tennis and unearth insights about Melbourne and Sydney tennis fans.