PR Week Echo Columns

Organisation: BBC

Analysis and commentary by Echo Research.

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Boon or bone of contention - that was the verdict on BBC's announcement that it would be broadcasting live the World Cup games it has rights to on its own BBC Sport website. There was as much concern that the increased traffic caused by office-bound workers would knock over corporate networks, as the fact that firms would suffer from loss of productivity. Website publisher management-issues.com was quick to submit a £4bn estimate of lost time: "But the danger for employers is that they assume that so long as their workers are at their desk, there is no problem" (law firm Brabners Caffe Street, 5 June). Another website, trustedreview.com, advised "The World Cup is going to destroy your company's productivity. Understand it. Deal with it. Accept it" (1 June).

For the BBC it was a chance to demonstrate its new commitment to "bringing people major events where and when they want it" according to the widely-quoted Head of Sport Roger Mosey. The BBC was keen to stress that the online coverage would 'mirror' terrestrial output, even including Radio Five Live commentaries, thought the fact that many key matches will take place in the evenings means that pubs and bars are unlikely to suffer a drought because of online surfers. But, bosses beware, live Wimbledon matches will also be available - and they take place all day long.