>> welcome to the journal. i am brian thomas in berlin. >> thank you for joining us. >> the first female brazilian president. >> and a new campaign against discrimination against hiv people. >> authorities in yemen say they're continuing their search

for the militants believed to have sent to the two parcel bombs that were intercepted on saturday before they reached their destinations in the united states. information about the devices came from al qaeda militant. he is a former guantanamo detainee who rejoined al qaeda after his release. officials say one of the parcels traveled from yemen to germany to britain where it was seized. germany wants to impose a ban cargo from yemen. we ask for an explanation on how german authorities are reacting. >> officials in germany are saying that there has been a success with procedures in place because they say that german intelligence officials passed a warning to the authorities in britain who intercepted one of these packages from yemen.

nevertheless, this event has triggered a number of responses. the government is bending cargo from yemen and some other countries, including cargo transiting through german airports. there are also calling on the freight companies to step up their inspections of cargo deliveries originating in yemen. they are also re-examining the city procedures they have in place. they plan perhaps to streamline the arrangements which are currently controlled by very stiffened authorities in germany and the government says it is difficult to get the right security procedures in place in coordination with the departments in europe and america. >> in an increase, a parcel bomb addressed to the mexican embassy in athens ignited today, injuring a courier.

before they could go off, one was addressed to the french president, nicolas sarkozy, the other two to the embassies of belgium and the netherlands. there believed to belong to a guerrilla group. a former marxist guerrilla who was tortured and imprisoned during brazil's long dictatorship is now the president's. she will be brazil's first female leader. >> many brazilian women see this as a victory for themselves, believing it will improve their opportunities in government. >> i think she has a chance to do an excellent job and to manifest of the ethics of a woman.

>> she is aware that the expectations are high. >> of the joy i feel about my victory is a mixed with feelings about his departure. i know that a leader like lovlua will never be far from his people, never far from us. >> she faces major hurdles. an antiquated infrastructure and high spending pose threats. and the opposition candidate has promised to be a tough leader on the opposition. we accepted the results with

civility and respect. >> supporters may still be celebrating, but it may be up to her to prove it. >> s least 52 people were killed when iraqi forces stormed a church and tried to rescue hostages held by islamic militants. there are held by four hours. they were armed with grenades. >> we were praying when the attack took place. we heard shots and then storm the church. they held us in the hall and they did not let anybody leave. so many people were killed inside the church and outside. >> the siege ended when iraqi security forces stormed the church after they believe the

assailants had started killing the hostages. gunfir>> the terrorists were plg to kill a large number of our brothers, christians who were at mass. all terrorists were killed. and we have now suspected detainees. >> it is not clear whether the victims died at the hand of the attackers or during the rescue. a group linked to al qaeda and iraq -- al qaeda in iraq have taken responsibility for the attack. >> two german journalists arrested in iran have requested a pardon according to the justice ministry in tehran. they have been arrested on october 10 as they were injured during the son of an iranian woman who has been sentenced to

be stoned to death for adultery. there is a call for closer cooperation between the two companies. in a meeting with the russian counterpart, he expressed concern about the conduct of the millionaire critic of vladimir putin. it is a bad day for the irish taxpayer. it is beginning to look like a bottomless pit for bank bailouts. the disappointing development, which was announced by aib's

new president, it may -- they have been trying to sell the u.k. business, which includes first trust bank in northern ireland and other banks in britain to reach 10.4 billion euros by year's end. shares like bmw and air berlin wall been impressive gains. the general market finished basically flat. we have reaction to news of portables brick through budget. >> it raised confidence of investors while yields went down. it shows that some confidence ended up on the other side. yields of irish bonds rallied agthis shows that the debt criss

will remain in focus for international investors. the stock market in general tiptoed into the new week. there is a lot of uncertainty in the market. the earnings season is going on this week. eight companies will report results and investors hope that the its success story will be written for the run. >> the euro stocks 50 and blue chips finishing a third of 1% lower. across the atlantic, the dow trading at this hour just slightly higher at 11,124 points. the euro is trading at a value of $1.79 per dollar.

third quarter sales rose 27%. pretax earnings were higher, coming in at 171 million euros. air berlin had a difficult start to the year with severe weather. the volcanic ash cloud from my son caused hundreds of cancellations. -- cloud from iceland caused hundreds of cancellations. irish budget carrier reiner says that businesses looking up. they have raised the profit core cast -- profit forecast. it expects 400 million euros. it is continuing to gain market share across europe.

lower operating cost of possible. labor unrest continues in france. pilots and cabin crews said it will go on strike at the end of this week to protest against government plans to tax job- related perks, such as cut price air tickets and hotel rates. it is likely to affect thousands of travelers flying to come from, or through paris. employees of air france are steppeset to go on strike tuesd. the german auto sector is bouncing back from the recession strongly, more than expected with one in seven jobs in germany connected to the auto industry. that comes as very welcome news. demand from abroad is feeling the rebound. they are forecasting that 80% of

cars assembled in germany are destined for export. >> domestic car makers will produce 5.5 million cars this year. the german automotive industry association says that 4.1 5 million of those vehicles will be exported. -- 4.15 million of those vehicles will be exported. in 2008, overseas sales reached 4.1 million cars. in 2009, car sales dropped 17% to 3.4 million units. for 2010, there will be a 21% increase in sales over the previous year. german car makers have been given a boost by increased demand in china and the u.s. they now produce 10% of all new cars in the u.s. and 18% of the vehicles in the chinese market. >> that is your business update. >> japan has summoned the russian ambassador in protest of

a visit to the communal islands. the 56 islands have been under russian control since the end of world war ii. but japan claims that these four southernmost islands is its territory. they are strategically important and economically valuable, not least because of mineral deposits and the surrounding fishing grounds. germany has launched a national campaign against discrimination of hiv-positive people in the workplace. 67,000 people in germany are infected with the virus, but many of them say they are all- too-often shunned by their colleagues. >> he is hiv-positive. his best friends have known that for a long time. now the whole country will know. he stars in a new ad campaign. >> i'm curious to see how people will react. in my everyday life, there are

people who do not know. why what i tell the bank clerk or the checkout lady at the store that i am hiv-positive? >> when he told his friends he was positive, some abandoned him. but then he made new ones, friends who accepted him. burke is featured in a campaign video where he and people he works with at a bank called for mark collins of hiv-positive colleagues in the workplace. -- call for tolerance of hiv- positive colleagues in the workplace. >> you are frightened of being bullied and marginalized and fired from your job. you're frightened for your future. >> health minister says germany has one of the lowest infection rates in europe, in part thank

you to its long-running program of public awareness campaigns. >> the wife of the former german chancellor helmut schmidt' has been buried in hamburg. she died last month at 91. among the 600 guests were prominent political leaders. >> she was the wife sent childhood sweetheart of helmut schmidt. loki, she was recognized in her -- low key, she was recognized in her work. >> married for 68 years, since 1942 and a very close for 82.

you are a rare man for 42. like a second skin, you form a protective shell that conceal the volatile part of you that no one could approach, except for a low-key. lopes met -- loki schmidt will be remembered as a woman who was strong-willed and down-to- earth. >> geologists' believe that there was a natural events but do not know caused the round hole. they say an underground cavern may have collapsed. the chasm is in the middle of a residential neighborhood. no one was hurt. no houses collapsed, but a car was swallowed. people living nearby had to be evacuated. we will be following the story.

i will be right back with more on industrial espionage and the cost it has for companies around the world. stay with us.

>> welcome back. government intelligence agencies from china and the u.s. have been warning that corporate espionage and intellectual property theft is a growing economic and strategic threat that could spark international tensions. underscoring that concern, the two largest business software companies, oracle and sap, have appeared in court on and his b. -- on an espionage suit. oracle is seeking damages for lost business, copyright infringement, and other

violations. companies longer have to search for a suspicious guy with a briefcase. a u.s. bs.b. port is enough to steal data. >> the components are the subject of thousands of patents. the braking systems, the gears, the electronics, all the intellectual property of the manufacturer and highly coveted affirmation for spies and criminals worldwide. the economic damage is enormous. a steady suggest that one in four companies is affected by intellectual property theft. >> we have to assume there is a high number of cases we do not know about. the damage could range from hundreds of thousands of years to several million. the overall damage is probably more than 10 billion euros a year.

>> the above all, and the export-oriented sectors are targeted. engineering, the auto industry, electronics and software manufacturers, and come increasingly, banks. financial institutions keep highly sensitive data on companies and entire nations. few are willing to talk about cases where they have had information's billing and -- information stolen. midsize companies are especially at risk because they are the ones developing innovative products. at the same time, they lack of awareness of the scale of the problem. it is only really big companies that have information security for their business.

>> industrial spies exploit these gaps in the perpetrators can be hard to spot. china and russia in particular are known for resorting to dubious means to try to make up for their technological shortfalls. even long-term employees could be hatched in their own plans. >> 50% of the companies we talk to respond by someone inside the firm for all kinds of different reasons. for personal enrichment or for getting back of the company for something. >> gaining access to sensitive data is difficult for someone who knows what they're doing.

they replace the memory card in the photocopier, for example. another class it true, leaving a harmless u.s. speed stick lying around. -- carloharmless usb stick lying around. when checking it out, you install the virus. many companies are now using the internet to save costs, but it makes it much easier for the calls to be tapped. and then there is e-mail, memos, anything sent by the internet presence huge security risks. >> that is why we urgently advised companies not to communicate important business data by the internet. >> many german companies are dependent on high-technology for

the success and they have to invest in that technology to keep ahead of their competitors. these days, then investment also needs to include high-tech defenses against industrial espionage. >> a number of western companies charged china with high-level corporate espionage. in two cases, potential business partners turned out to be interested only in copying materials and designs. once that confidential of russia was collected, the so-called business partners disappeared -- confidential information was collected, the so-called business partners disappeared. >> the state and exterior was greeted in bavaria and consists of 40,000 panels -- the stadium exterior was created in bavaria and consists of 40,000 panels.

the incident was something like this. a business partner from china was visiting to discuss a project. it included a tour of the plant. we suppose a client had a small camera hidden on his person. during the tour, he lied behind the others. at first, no one -- he lagged behind the others. at first, no one knew that he was secretly filming. >> the camera was noticed because there was a cable hanging out and one of my employees was quick witted enough to ask him about it. it was connected to a usb stick. we analyze the film and we notice that the focus was on our technological know-how. we took the necessary steps. >> the company ceo and his staff were astonished that they should be spot on like that in deepest

bavaria. the incident could have cost the company is innovative advantage. no one was prepared for dealing with such cases of espionage, not even the boss. >> it was a huge disappointment for me personally because the chinese market is an interesting one for us and because european companies, we are austrians set up in bavaria, and only have a chance with innovative products. i was hurt that these new ideas would be stolen in this way. >> but the company was relatively fortunate compared to others, such as engineering concerns. the ceo had set up a joint venture with a chinese business partner. after a few months, the partner to call the blueprints and build the factories and machines exactly as planned but at a different location. >> for me, it was a greater personal disappointment than anything i had ever experienced before. i was so devastated that, if i had had a gun, i would have

shocked myself. i had not considered this might happen. my joint venture partner in china was also my best friend in china at the time. and i would never have believed that he would be trained like that. -- he would betray me like that. >> he is now pulled out of the chinese market altogether. he still comes across copies of his company's machines produced and sold by his former chinese business partner. in bavaria, lessons are being learned from the espionage case. >> we have become more aware of the fact that we have technology here that we cannot present to the market in a casual way. we are more convinced than ever that the lhs for us to survive this through this innovation -- that the only chance for us to survive is through this innovation. he must know how important our know how is. otherwise, he would not have wanted to film it.

the expertise and innovation between the soccer city stadium stayed in the area. >> thank you for joining us.

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>>this week on world business... >>malaysia's roadmap for avoiding the middle income trap. >>this is not a plan. this is a programme. a programme is about action >>the fractious, but mutually profitable relationship between japan and china. >>chinese not only the most important trading partner anymore, it is basically japans' future >>and major carmakers are taking electric cars to the mainstream, but will the public switch on? >>i think we have way to go, before you have serial production of significant volume of electrical vehicles.

>>hello and welcome. i'm raya abirached and this is world business, your weekly insight into the global business trends shaping our lives. they call it the middle income trap... when a successful developing country finds itself unable to take the next step to becoming a high-income nation. malaysia,by all measures, is a successful middle income country, but its government has set its sights on becoming a developed nation by 2020. and it's just unveiled an ambitious road map it believes will enable it to achieve that goal. >>reporter: it's called the economic transformation programme. and it's the result of months of discussion and input, from the public, private sector, civil service and government. >>razak: we need to take the high-skill, high-income route to quickly become and remain

competitive and face all the other challenges in the global economy. we have absolutely no choice, no option. >>reporter: it was back in 1991 that then-prime minister mahathir mohamed first announced the goal of making malaysia a fully developed country by the year 2020. but the asian financial crisis of 1997-1998 saw economic growth and private investment slump... and they never fully recovered. >>reporter: while under mahathir, vision 2020 was more of a slogan than a programme, najib razak's team have aimed to lay out a detailed roadmap of how to actually reach the target. >>reporter: it will require sustaining economic growth of at least six per cent a year in order to double average incomes

in less than a decade. >>jala: in the first half of this year, our economy grew at 9.5 per cent, so this is more like it, this is how we used to grow for a long period at time before the financial crisis. >>reporter: the government unveiled the outline of its economic programme at three public sessions, which drew big crowds. >>reporter: the economic transformation programme has pinpointed a dozen sectors the government believes can drive the country toward its growth targets including tourism; medical, business and financial services; education; oil and gas; palm oil, and a project to turn the capital into a world class metropolis. >>reporter: it's looking to the private sector to provide some 90 per cent of the 444 billion dollars of investment its targeting. >>leng: some kind of front loading the government

expenditure to kick start some of the programmes, high impact projects. >>reporter: that's precisely what the prime minister did in the recently announced budget for 2011. >>reporter: the government is launching several major initiatives, including a 14 billion dollar mass rapid transit system that it hopes will act as a catalyst for private investment. >>reporter: it's also taking measures to boost interest in the stock market and ramping up spending on educationand skills training...critical to shifting up the value chain. >>jala: this is not a plan. this is a programme. a programme is about action, things that we need to do, projects that we intend to push through, with timelines and champions and targets and all of these things monitored.

>>maelzer: the government is also working to transform the public service by slashing red tape and improving efficiency and transparency to make the country more attractive to private investors. and there are signs that's already happening. >>reporter: abu dhabi's state investment arm, mubadala, recently signed an agreement with a government-owned firm here to jointly develop the new 8 billion international financial district in kuala lumpur. >>reporter: mubadala is also looking at investing up to 7 billion dollars in a hydro-powered aluminium project in the state of sarawak on the island of borneo. >>reporter: the abu dhabi company is already developing a new, showcase urban centre in the iskandar special economic zone near malaysia's border with singapore. >>leng: we see this as a sign of confidence, a vote of confidence particularly by middle eastern investors in the malaysian economy. i think that's a good start in terms of sustaining their interest in malaysia's

growth potential. >>reporter: through its labs and open days, the government has heard plenty about what investors want, and expect. >>hussain: a lot of this is not about the will to do but actually the pragmatism in achieving the objectives that have been set out and the timelines. so i think the programme is well targeted and the ambitionsare clearly stated. the execution will hopefully occur and that will give confidence to the privatesector and others who are going to invest. >>hagger: when i spoke to my colleagues this morning to get their sort of feedback they all just chanted: execution, execution, execution. >>reporter: in trying to execute his programme, the prime minister is facing pressure from ordinary citizens concerned about the government's plans to cut subsidies and possibly introduce a goods and services tax. >>reporter: and while the private sector is pushing for more liberalization, there are powerful vested interestswho favour maintaining the status

quo. >>leng: we do see some hiccups in terms of the implementation of some of the reforms. but nevertheless we do have a consistent road map in terms of the overall policy thrust and strategic direction. i thinkwhat's important here is to sustain the reform process. >>razak: prime minister of malaysia (in malay with english voice over) i have taken a big risk as prime minister in announcing a detailed programme in this voluminous roadmap document. it shows we are transparent and we are prepared to be held accountable by the malaysian people. >>reporter: no doubt, business leaders too will be keeping copies of the document close at hand to make sure thegovernment's words do indeed match its actions. >>over the years the relationship between japan and china has been fractious to say the least and recent events in the south china sea

have not helped that. but economically the two are much more closely linked than many would expect and need each other more than either side would care to admit. >>reporter: a curious duet is playing out between the world's second and third-largest economies... an apparently nationalist-motivated incident at sea spiralled into a geopolitical crisis, and briefly erupted into economic warfare...but while chinese sailors were being arrested at disputed islands in the southchina sea......on this island, the chinese are seen as the saviours, of japan's hard-pressed retailand tourism industry... >>craft: chinese tourists are not like visitors from other countries, the us or europe... they tend to pass up the temples and the geishas and the other cultural sights and head straight for the shopping mall... now the traditional shopping venue in japan is the ginza but now chinese are surging into this manmade island in central tokyo called

odaiba. the surge in chinese tourism and shopping could not have come in a better time for japan's struggling retail industry. >>reporter: the venus fort shopping mall is typical of the headlong rush by japanese retailers for the hearts and minds of tourists from across asia who spend on average twice as much as locals do and the prime target is the chinese... >>ishikawa: most of our foreign clientele arrive by tour bus, spending up to 90 minutes here. they rush through lunch, because they have a bigger appetite for shopping than eating. mostly women, in their 30s and 40s. they spend over $200 per person. >>reporter: the chinese are not yet the most numerous visitors to japan - but they are number three, and closingin fast on taiwan and south korea... japan's tourist authority found that chinese spend an average of about $1,000 on shopping alone -- that's

two to three times as much as visitors from every other country except russia. the nearly 60 percent rise in visitors from china - aided by a relaxation of visa rules last summer - is particularly striking, in the wake of deteriorating political ties. >>craft: relationships between japan and china are built around a paradox... while the 2 economies are more closely interdependent and intertwined than ever, on a personal and political level, mutual hostilityand mistrust are the worst in memory, it's a kind of love-hate relationship between the world's second and third largest economies. >>deans: there's always something of a contradiction in the relationship which both sides have been able to manage fairly well. but the danger has always existed that a political issue might become so extreme.so severe that it derails the economic engine that's also operating. >>reporter: the two uneasy neighbours are

complementary trading partners... >>schulz: china is not only the most important trading partner anymore, it is basically japan's future! japan is aging, china is young and a growing market, this is where japanese corporations are going. so youget very sensitive about how your future behaves. >>reporter: china accounts for about 20 percent of japanese exports, more thanthe us, or eu... while japan -- often via third-countries -- is the leading investor in china...analysts say that, like it or not, thetwo asian superpowers need each other... >>yamamoto: japan alone is not essential for china. but china wants to upgrade its industry. to become more competitive it needs technology. so it needs foreign investment. that's why japan and china are mutuallydependent. >>reporter: up to now, the two countries have been able to sweep their historical differences under the rug and get on with the business of making money... chinese are also snapping up japanese real estate and hotels, japanese

companies are stalking the nascent chinese consumer market... and businessmen here remain bullish despite the hostile rhetoric. >>schulz: what we've seen over the last few months is just a minor incident in a much broader picture. and i'mnot concerned at all that there will be a derailment or anything. >>reporter: but experts say political turbulence is likely to continue, with knock on effects for their economicties... >>deans: the dispute of senkaku-diayou islands is a symbol of problems in the relations rather than a cause. there are a lot of underlying historical issues, related to the way the past is remembered. rising nationalism in both countries. economic uncertainties and i think these are the real motor of the problems that both sides have. and the inability of both sides to really address the past, i think is what makes this relationship to problematic. >>reporter: analysts say there's no question that china and japan are in for more

stormy weather, more eruptionsof nationalism... what is unclear is what kind of damage the next political crisis will leave in its wake, which could even prompt japanese investors to sidestep the hot market of china in favor of less-contentious countries in other parts of the world. >>still to come on world business... >>for a school sport, us college football is staged on a truly staggering scale, but could the huge sums of money involved be damaging this amateur game? >>and more than a spark of interest, could electric cars finally make the charge to the mass market. >>volts wagons.... and the rest in just a moment on world business...

>>at this year's auto show in paris, it was almost impossible to find a stand without an electric vehicle on display. and is seems after years on the fringes electric cars might finally enter the massmarket. but their ultimate success will depend on how consumers react to vehicles that will spend more time plugged in than on the road. >>reporter: electric cars have come a long way in the last few years. with better performance and improved batteries to extend range, some manufacturers now believe that the motoring public is ready to make the switch from gas to electric. >>gustavsson: electrification is, we believe it, the corner-stone of the future. it gives a better environment andit gets actually in some aspects better driving. >>reporter: and one reason for that is performance. even a small electric motor can deliver huge amounts of pulling power, producing acceleration to humble more powerful petrol cars.

>>reporter: and have enough "umph" to impress even someone used to driving regularly above the speed limit: >>coulthard: well, i think it is inevitable that with the way the world is going, that the demand for zero-emission cars is there. the public wants it but to come to have an e- car which has zero emissions that will really be able to be used by the public in their everyday lives, is something very important. >>zetsche: the a-class proves not talking about show-cars, but that we have a full range, a full portfolio of zero-emission vehicles, starting with the smart already in its second generation, continuing with the a-class you were just mentioning, up to the b-class with a fuel-cell and an electric vehicle as well, and ultimately with an sls full-electric car, which we will launch in a few years as well. >>reporter: bmw too is embracing electric. the mini-e has now been on the market for 18 months, giving the company plenty of data from real road use and not just the test track. the firm will be using this

information to develop a luxury electric car, but still believes the industry has a long way to go. >>robertson: in 2013 we bring what we call a megacity vehicle, which is a series vehicle. and i think this will be the first premium vehicle into this new power-train configuration. over time, we will see some gradual increase here, but i think it will be a relatively slow pace in terms of the actual adoption of full electric vehicles. >>reporter: that hasn't stopped renault nissan from attempting a serious push into the mass market with the "leaf". and ceo carlos ghosn sees a 10 percent market share for evs in europe within a decade. but some analysts think the public is simply not ready for full electric cars, meaning hybrids will remain the mainstay. >>stevenson: the limited range of pure electric vehicles doesn't make them suitable for many american drivers who, certainly by european standards, frequently drive exceptionally long distances. hybrids or an extended-range electric vehicle, are more

practical in the u.s. >>reporter: that's the tactic being used by gm with its push into the market. its range-extender chevrolet volt,and its european counterpart, the opel ampera, are powered by an electric motor that can be recharged either from the mains or by an on-board engine. >>fuchs: it has a battery-electric mobility for 60 kilometers and a range extender which makes you drive another 500 kilometers plus. >>reporter: consumers may be wary about electric cars, but governments are emphatically behind the technology and are trying to stimulate the industry with incentives. electric car buyers for example can claim a $7,500 rebate in the us and up to a ú5000 subsidy in the uk. but such measures only serve to underline the fact that the buying public are far from keen on cars that are still expensive, have a low range and require hours of charging between trips.

>>jonsson: i think we have way to go, before you have serial production of significant volume of electrical vehicles. there are not only the technical issues that need to be resolved and the cost aspect, but then also the infrastructure, and last but not least, the consumers need to be convinced that these areyou know full good alternatives to any conventional power-trains. >>robertson: by and large, even in a horizon of-maybe- ten years, petrol and diesel engines are still going to bea very large and significant part of our overall business. >>reporter: and of course all of this ignores the question of whether electric cars are green at all. the production of many components in electric cars is in itself hugely polluting and even though evs release zero emissions at the point of use, that power has to come from somewhere. leading to accusations they simply shift emissions from the road to the power station. >>gustavsson: the production of electricity needs to be clean of course, but it is much easier to control emissions from one

big pipe, the pipe where you produce the electricity, rather than have to control it in the millions of pipes of the cars. >>reporter: it's worth remembering electric cars have been around for over a hundred years, but for the last century people have chosen petrol over the plug. as oil runs out however, that choice may start to disappear and then the future really could be electric. >>college football is massively popular in the us. it draws vast crowds to some of the country's biggest arenas. broadcast contracts are huge and the players treated like superstars. but as more and more money flows into the game how is it affecting what is still a strictly amatuer sport? >>reporter: game night at tiger stadium, baton rouge...and 92000 fans have turned up to see louisiana state university take on southeastern

conference rivals mississippi state.... >>alleva: our fans will get here on a thursday night and they'll party on friday night and they'll party on saturday... >>reporter: ...and go slightly crazy on saturday night. throw in a live tiger mascot, a bizarre mix of pageantry, colour and noise and you've got a pretty good representation of the south's long standing love affair with football... >>bloom: the entire region has put an emphasis on football for a long time. it's generational. >>reporter: in tuscaloosa...bryant denny stadium is home of the nation's reigning college football champions, the university of alabama. with 102000 seats, it's the fifth largest stadium in america...but despite that, match tickets are as rare as hen's teeth... >>jong : every game this season is already sold out? >>walker: correct. only one game in the last 25 has not been sold out here. >>maddox: it's a passion. it goes beyond

passion...it's a religion in tuscaloosa and it's something that i think has been a very positive effect on us. >>walker: there are more than 10000 people on a season ticket waiting list right now... >>reporter: meanwhile on a warm saturday morning in atlanta...before another sec game...hundreds of fans have come down to be part of espn's nomadic college gameday programme. last year espn signed a $2 and a quarter billion dollar contract to broadcast sec football for the next 15 years. >>magnus: ...they're the number one conference. you know, their fans are the most passionate, their teams are the most competitive. they've had the last 4 last national champions in a row. >>reporter: add another $825m,15 year deal from cbs and you can see why last year the sec, one of america's 11 major college conferences, could distribute $209m to its 12 member schools...double what it paid out in 2003. >>bloom: there is a large amount of revenue that's being produced but it does cost a lot amount of money to pay for these programmes

>>alleva: well it really is a big business. our budget now is approaching $90m. >>reporter: it's the sort of budget that gets you a full sized indoor practice pitch...and a coach on a $3.8m annual salary.... >>magnus: coaches have become rockstars in their own right... but.. the demands that the fan base places on the coach for success on the field has also been ratcheted up. >>reporter: which might explain the police escort.... >>reporter: in tuscaloosa, the school's championship winning coaches are immortalized in bronze...although perhaps that should be gold, because each time this stadium fills up it brings around $17m into the city... >>maddox: it is important to our community, it's important in creating jobs and it's important to us as an identity. >>reporter: the same applies in baton rouge. lsu draws about 150000 to its home games...a third of whom won't actually go to the match itself... >>jong: have you got tickets for the game today?

>>i do but i'm not going >>jong: you're not going? >>i'm going to watch it right here. >>jong: why's that? sounds like madness. >>...because i can keep drinking right here >>jong: you're not allowed to drink inside? >>exactly. they don't sell beer or alcohol inside. >>jong : oh fantastic >>jong: you can have a beer out here as well. >>well you got beer, you got a bathroom, you got a tv, you got it all brother. >>reporter: although it must be said...the tailgaters are perhaps missing something... >>jong: tonight, at full capacity, this stadium is in fact louisiana's 5th biggest city. back in 1988, the crowd got so excited....so excited following a touchdown...jumping up and down...they actually causeda small earthquake which was registered on the university seismograph. it might have happened again tonight... >>reporter: but wherever its being played...football's earning power, well in excess of any other college sport...is far reaching.... >>alleva: we give back to the university approximately $6m a year to help with their academic endeavours. >>walker:

we annually give more than $1m sometimes much more than that every year to the school >>reporter: and...the conferences themselves some of which have their own tv stations have no qualms about chasing money... >>bloom: i will tell you this. each conference including the sec will do what it can to protect its revenue base and make sure that it's enhanced. >>reporter: each conference is keen to have successful, commercially attractive colleges on board...and recently, some schools have switched allegiances...but the sec hasn't changed its membership since 1991...happy enough with its colleges' strength.... >>reporter: lsu last won the national title in 2007...but even though these players are performing at the highest level now...few will make the step up to the nfl... >>alleva: we have 100 football players and i would say that maybe 5 to 8 of those get a chance to play each year in the nfl. but they don't all make it. >>jong: very few of them will make it

to the next step up to the pros. >>walker: very few. it's miniscule. miniscule. >>reporter: for some, leaving all the attention behind is hard to take...even harder if you've wasted a scholarship worth around $15000 a year.... >>shepherd: they drill us every day. i like to say that even though we see our older peers, we see the people that have come before us and we see some fail at that, you know...don't get their education and football is done...and then they're in the hole. >>dworaczyk: even if you go to play in the nfl, the games going to end eventually and you know, you'll be a 30 year old man which is relatively young obviously, you know, you have to have something else to do. >>reporter: so the adulation won't last forever, but while it's there...you couldn't really blame the players for soaking it up...as for the fans...well, they're happy soaking up something altogether different...at what is an excellent party... >>jong: bit of music >>everything >>jong: good food? >>good food. >>jong: you can drink the alcoholic liquor >>yes, until you get to the stadium >>jong: how long are you going to hold onto your season tickets for?

>>until i die >>reporter: and if you get the chance...you'd do well to experience a game yourself, because it will be, withouta doubt...one of the biggest, maddest sports event you're ever likely to see... >>that's it for this week's world business. thanks for watching. we'll see you again at the same time next week.

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