Another fact is that with the proliferation of the media in India, a lot of hype is generated around any kind of event and hence there has been an active bombarding of news stories, articles, contests and events that are written about and telecast everyday.

"The number of media vehicles beaming in, to create the hype has itself tripled at least. Whether it's the number of news channels, sports channels, newspapers, radio etc. So the amount of airtime going behind building the hype is itself beyond any comparison to the last edition. But I must say that Ten Sports did create a lot of noise by default due to the cable controversy at that time. ESS is more than capable to create that hype," says Varghese.

Iyer feels that the increase in buzz for the World Cup is not just because of the marketing clout of the broadcasting channel but also because post the 2002 World Cup was the first time that ESPN transmitted EPL, SPL and the Champions League. "Seeing international stars in Club performances year on year and then seeing them participating in a worldwide event is what adds to the buzz about the game."

What's more, apart from the coverage of the game, The Times of India is planning to do something big around Fifa in terms of screening, informs Ranka.

All said and done, media professionals are of the opinion that the football fever is not going to last forever. The momentum created by the earlier telecasts of the EPL and Champions league combined with the World cup will probably keep the football following going and slowly growing.

Shall we say amen to that!