In the era of widescreen, High Definition and 3-D television, it is expected that only 59% of consumers in Asia will watch the 2010 World Cup on a television set. Instead, millions will keep up to date with the FIFA tournament through tiny screen mobile devices, particularly mobile phones
According to market research company Nielsen, as many as 50% of consumers in Indonesia will follow football matches but only 77% of them will use television. Instead, 34% will use mobile internet and 13% will download World Cup-related apps for their phones.
Government officials in Indonesia's football-mad capital Jakarta have been warned of pay cuts if they turn up late to work during the World Cup.
Listen to Geoffrey Gold’s Asian football briefs every Friday morning on Radio Australia International.