We always knew that anything related to Indian cricket is a safe (& lucrative) money-making bet, but with the WC just around the corner, the amounts being mentioned as being invested in media coverage for the WC offers a revealing look at just how much money is riding on this sport.

For instance, this report mentions that the media machinery is kicking into higher gear, with every outlet worth its salt hiring an "expert", or two. But just take a look at the amazing figures being quoted: Rs 2.5 Crores for Kapil Dev for (presumably) providing match-analyses and/or pontificate on the prospects of players and teams, just for the World Cup. I have no clue, but I wouldn't be surprised if the entire aggregate career earnings (on field), of Kapil was less than this. Lesser amounts for lesser known ex-players, of course; but even the likes of Nikhil Chopra(!!) have been roped in (More power to them, they are milking the opportunity, and rightly so).

However, what it means to average Joes like me is that it is just a matter of time before we are overwhelmed by the hype and the din created by these media outlets trying to cash in on the WC fervor. Wonder how many Mandira Bedis will be inflicted on us this time ;-)