But at a time when the radio is again witnessing a boom — especially in the 12-20 age group, lending celebritydom to some DJs — AIR, apart from its FM Gold channel, has been struggling to catch up. Many feel the public broadcaster typically let an opportunity slip through its fingers by treating the World Cup so nonchalantly.

The 10-odd commentators who covered the Cricket World Cup 2007 were just “cricket buffs” who had taken time off from their other full-time professional commitments “to lend a helping hand” to the cash-strapped AIR. For their efforts, they each got Rs 1,050 per day. “Of course, we usually also provide them TA/DA, hotel accommodation, flight tickets.”

But this time round even the travel to West Indies could not be organised. AIR officials say cash was not the only constraint. “We could not make the internal travel arrangements as the matches were taking place on various islands. It was not possible to hire chartered flights for the commentators,” they said. So it was an entirely Delhi-based operation. For the nail-biting semi-final, especially the match played between Sri Lanka and New Zealand, Vineet Garg and Shankar Prasad sat glued to their TV.

Also on the AIR payrolls was Lt Gen Utpal Bhattacharya. The “in-service” Lt Gen took permission from the Army headquarters for the part-time assignment.

A little on the defensive, an AIR official said: “We didn’t choose these men on our own. We set up a panel of experts who did it for us. They gave a voice audition before being empanelled.” The expert panel had, among others, BCCI, CAB officials, Ajit Wadekar and Ayaz Memon.