South African viewers will join billions around the world in front of television sets when the 2006 World Cup kicks off in Germany on Friday.
SABC1 and DStv will go head to head for viewers in Africa as some of the world's most glittering footballers, including Brazil's Ronaldinho, France's Zinedine Zidane and England's David Beckham, go for the premier footballing prize.
"We will be showing all 64 games live on SuperSport across three channels," said Guy Hawthorne, the SuperSport spokesperson.
The first match on Friday, between Germany and Costa Rica, is at 5.30pm, with the final scheduled for July 9.
Hawthorne said there had been considerable interest in Africa, especially in Angola, where subscriptions had rocketed after the first-time World Cup hopefuls made the cut.
"Throughout Africa soccer is massive. We have had a huge expression of interest and attribute the growth to the World Cup," he said, adding that documentaries had been bought to make channel 23 a 24-hour World Cup channel, while live games would be broadcast on channels 26 and 28.
An SABC1 spokesperson said the channel would screen 50 live games, 14 delayed and show 31 highlights packages throughout the tournament.
Mobile cellular operators are also cashing in on the World Cup by offering subscribers the chance to watch the games on their handsets.
MTN has launched a publicity campaign around the live games its subscribers will be able to view, the first salvo in its fight with rival Vodacom.
Dot Field, the Vodacom spokesperson, said it was offering subscribers 16 channels, including news, sport, music and entertainment at R59 a month for all-day viewing. Vodacom, in association with Multichoice, was also offering subscribers a chance to take part in a free trial that would enable them to watch the World Cup on their mobile handsets.
She said television services were available on 3G handsets and, in the near future, through a system known as DVB-H technology. "Although it is relatively new, the uptake has been encouraging," Field said.
Several retail firms have also been marketing new cellular handsets and television sets aimed at World Cup enthusiasts, and Shetha Bedal, the marketing executive for LG Electronics, has announced the launch of a new home theatre projector that can be hung on the wall. It is said the AN110 will "thrill the most discerning home cinema aficionado".