BERLIN ¡ª Television viewership for this year's World Cup could hit 30 billion worldwide, making it the most-watched sports event in history.

"Audience viewing records and market share are significantly more than in 2002," Dominik Schmid, the CEO of Infront, the company that sells the global TV rights for the World Cup, told Reuters. "Research also shows that 40 percent more women are watching the World Cup than in 2002."

The 2002 Cup, staged in South Korea and Japan, holds the viewership record, an estimated 28.8 billion.

Wide-open mike

A Chinese World Cup commentator drew criticism for shouting "Long Live Italy" and declaring "I don't like Team Australia" live on air after Italy defeated Australia on Monday, Xinhua reported.

Huang Jianxiang, an announcer for national broadcaster China Central Television, lost his composure as Francesco Totti scored a penalty in the last minute and shouted himself hoarse, the Chinese news agency reported.

"I am a human being, not a machine, and I can't be impartial all the time," Huang was quoted as saying when asked about his announcing. "Australia reminded me of a lousy team which eliminated China in the World Cup qualifiers in 1981. Australia is just like the New Zealand team that beat us in 1981."