While Optus Sports' Premier League coverage was till now only available to select Optus customers, the impending World Cup has seen the telco open the service to all paying subscribers through the Optus Sport app, compatible with all major smartphones and web browsers, smart TV services such as Apple TV and Chromecast, and Xbox One.

The paywall and streaming shift may be a headache to those used to SBS's free and in-depth coverage since Maradona's glory days at the 1986 World Cup in Mexico, but it's already overdue, says Optus Sport presenter Mel McLaughlin.

"It is obviously something new, but people have to remember this is the way the world is going," says McLaughlin, a veteran of three past World Cup broadcasts.

"If anyone wants to go, 'That's just a phone company, what the hell do they know?' - well, they're completely wrong and absolutely out of touch with what's going on in the world and where sports coverage is going."

A familiar face from the Seven Network, McLaughlin will be joined on-air by former Socceroos star Mark Schwarzer, leading the match day coverage around 9pm with a lighthearted show called From Russia With Love, taking a wider look at the host country and any developing news ("We'll mainly be having a laugh," she says).

Optus Sports anchor Richard Bayliss, ex-Premier League footballer Michael Bridges and UK newcomer Jules Breach round up the live team, with revolving pundits including John Aloisi, Tony Popovic, Tony Vidmar and Kevin Muscat joining the desk. Between the live match coverage, highlights shows, surrounding programs and the service's catch-up features, the broadcast's essentially "going on 24 hours a day," says McLaughlin.

The presenter says the Optus team is aware they're inheriting Murray's SBS legacy when it comes to the tournament, but are keen to achieve "something different and innovative as well".

"Everyone involved in Optus' coverage has been heavily involved in trying to push the game in Australia; it's a religion to a lot of us," she says. "You mention [Murray's] name and it really stirs something inside; he did so much for football in this country. It's a responsibility and a challenge, but a fantastic one."

The streaming shift, of course, isn't without its critics, especially considering Optus infamously struggled with buffering and playback issues in the early days of its Premier League coverage. McLaughlin is quick to reassure subscribers.

"Optus has had a couple of years to really nut out how things are going to work. It's sort of a matter of if you just jump on board, you'll see what's going on," she says. "As a football fan, I'd be getting involved. What Christmas is for a kid, the World Cup is for football fans, and I wouldn't want to miss a second of it."

Optus Sport's live FIFA World Cup coverage begins at 9pm on Thursday June 14.

World Cup group stage highlights
Egypt v Uruguay
Friday June 15 at 10pm
Optus Sport

Portugal v Spain
Saturday June 16 at 4am
SBS

France v Australia
Saturday June 16 at 8pm
SBS

Brazil v Switzerland
Monday June 18 at 4am
SBS

Nigeria v Argentina
Wednesday June 27 at 4am
Optus Sport

England v Belgium
Friday June 29 at 4am
Optus Sport