Despite complaints, no attempt to ban vuvuzelas

A week ago, relatively few Americans had heard of vuvuzelas. Now they are generating the biggest buzz in the sports world - literally.

Fans across the globe have spent the early stages of the World Cup debating the incessant beehive-like noise produced by the horns, a traditional element of watching soccer in South Africa.

What about television executives, though?

John Skipper, ESPN's executive vice president for content, said from South Africa that the network has taken steps to ensure that viewers can hear announcers.

"We always work on the audio mix to provide the best experience we can to our fans," he said.

Skipper noted it is standard procedure in televising NASCAR to cut down the din from cars' engines so other audio elements can be heard.

He also said "we are hearing from fans about it" and left open the possibility of further turning down the dial on vuvuzelas in the background.

But Skipper said ESPN has not lobbied FIFA to ban vuvuzelas and considers them a cherished element of the experience.

"It's part of the culture here, and we accept it and applaud it," he said.

Skipper said he has run into Dutch fans with orange vuvuzelas. "I think as people are here more, they're going to adopt it and enjoy it and have a great time," he said.