Big bash is cricket trying to look like basketball. But cricket is in grained in the Aussie culture and this looks more like the beach criket or back yard cricket that we all grew up with so we easily identify with it.
The limited overs does the job of the shot clock, it forces action.
They bring in cheerleaders, fireworks, loud music. Lots and lots of stat's to talk about. it's all over in nice timeframe for TV and it fills the in summer tv programing with Australian content, so tv will certainly be keen to promote it. (we all remember when channel 10 had NBl and bug bash, but we never saw any promotion of their NBL coverage.
A league tries to be associated with European Soccer and draws largely on peoples historical cultural "love" of the game.