Ronny Lerner is a sports blogger and one half of BPL's Red Time team.

I woke up on Monday morning, flicked on Fox Sports News and immediately noticed that something wasn't quite right.

There was a wrap-up of the third match between Australia and England in a one-day series that is apparently taking place over in Britain at the moment.

Well when I pressed the ‘i' button on my Foxtel control, it revealed that it is in fact June 28.

And yes, they're still playing cricket.

Is the ICC serious? Is it the sole intention of cricket's governing body to make as many people in the world as sick to death of the very sport it is supposedly charged with the task of protecting the best interests of?

Who is the genius who scheduled an ODI series in England while the biggest tournament of its most popular sport, soccer, is being staged and while it is hosting the most famous tennis tournament in the world.

It's almost as if the ICC purposely isn't after any meaningful headlines.

It's not so much the time of the year that befuddles me, because like any red-blooded Australian male, there's almost nothing better than an Ashes series over in England that is played around about now.

It's more the fact that there has hardly been a break taken in the past 18 months due to the insane international schedule.

The ICC's over-the-top fixturing policies are akin to a high school reunion taking place three weeks after graduation! Why not give our hearts a chance to grow fonder!

As soon as the Aussie summer finished, they travelled over to New Zealand.

When that was over, it was time for the 2010 ICC World Twenty20 which took place less than a year after the last edition (I kid you not).

And now Australia finds itself in England for matches against the 'old enemy' and then Pakistan.

Dare I say it, but apart from my BPL colleague James Dunn, who cares?

There may be a few more who did care if the various ODI series actually meant anything anymore.

The anticipation levels for Australia's separate five-match one-day series against Pakistan and West Indies last summer matched those of an imminent dentist appointment.

If the ICC chooses to go down the road of playing ODIs ad nauseum, it simply needs to add meaning to them.

It needs to revamp the current ODI championship table.

All one-day series should be linked together in the same competition and the three-year cycle should be scrapped with a trophy handed to the country on top of the table at each season's end.

It would ensure a powerhouse nation like Australia would actually get rewarded for series victories rather than just illicit satisfaction from the fact it thumped a minnow it was expected to thump.

I can guarantee you there would have been more bums on seats last summer if Australia needed to beat Pakistan 5-0 in order to, say, replace South Africa or India at the top of this proposed global ODI table.

Instead Australian crowds were treated to a Groundhog Day experience in each match with nothing really riding on a series victory.

I had the pleasure of covering Ford Ranger Cup matches last season and it was an enjoyable experience because each encounter actually had something riding on it with a final berth at the end of the season ultimately up for grabs.

And until the ICC drastically revamps the way it structures its ODIs, interest in them will continue to wane until it is non-existent.