Hamilton - Cricket World Cup organisers may be hoping for a total television audience of 2.5 billion viewers, but South Africa captain AB de Villiers is unlikely to be among those glued to their screens.
As New Zealand and Sri Lanka got the first of 49 matches underway with Saturday's opening World Cup match in Christchurch, De Villiers - speaking ahead of his side's initial Group B match against Zimbabwe in Hamilton on Sunday - said watching cricket wasn't for him.
"To be honest to watch other games and to follow other games tires me," he said.
"I don't really care for other games, I watched 10 overs of the Sri Lanka-New Zealand game and got tired.
"I just want to focus on what we need to do to win the game tomorrow, that's the most important," he added.
Given South Africa's long list of World Cup woes, Proteas fans can only hope that de Villiers has no time for television watching during the next six weeks.