NEW MEDIA: SPOTLIGHT ON WORLD CUP ONLINE - Internet's 'defining moment' in World Cup coverage streaming. The internet can thrive by being first with World Cup news, Alasdair Reid writes.(Brief Article)(Column)

Planning to get any work done next month? June, according to a report from the consultancy firm Hedron last week, could see a lethal cocktail of 'general absenteeism, mass sick leave, long lunch breaks, (and) alcohol-impaired performance and safety issues'. So that's business as usual in advertising and media, then.

But for other sectors of the economy, the World Cup is arguably going to have a bigger impact on productivity. Some estimates believe that the cost to British industry could exceed pounds 3 billion.

That's because this time around (as you've probably heard) the World Cup is being held in Japan and Korea and as the time difference is nine hours, loads of matches will be live on TV in the morning or, scarily, lunchtime over here.

It's going to be mayhem. The pubs have special licences to open early and if you're …