Noodle straps, tarot card sessions, Shaz and Waz merchandise and movies to promote sporting events. While the serious sports lover stews in frustration, a whole new set of viewers glues in for a piece of the action. The sports channels, meanwhile, are laughing all the way to the bank What started as an experiment by Max in early 2003, has developed into an epidemic. Sony's films and events channel turned vanilla cricket telecast into non stop entertainment with Mandira Bedi's banter and bold dresses last year.