LIKE or loathe the idea, Twenty20 Cup cricket bursts onto the scene at New Road later this week.

Worcestershire will play their first match in the revolutionary competition on Friday when they entertain Northamptonshire, starting at 5.30pm.

And one top County official who can't wait for the hectic action to get underway is chief executive Mark Newton.

He's convinced that the 20-overs-a-side matches will be a smash hit, and says: "In my view, Twenty20 cricket will be seen as an important breakthrough for cricket in this country.

"In 1975 Packer changed cricket forever with his World Series Cricket in Australia. He introduced a young audience to the game and 28 years later those same people are watching Test cricket in large numbers.

"Twenty20 cricket will do the same for domestic cricket in England. We know there are 19 million people in this country who have some kind of interest in the game of cricket but 17 million of these have never seen a live game.

"Twenty20 Cup cricket will be played at a time suitable for most people and it will last no longer than three hours. It will be brash and exciting and will undoubtedly appeal to the first-time spectator.

"When it was announced last year, many traditional members said they would not come to watch it. Some of those same people are now saying to me they will be coming along and will be bringing friends who have never watched cricket before.

"The timings are ideal for families and groups from the workplace looking for a good night out. Once the cricket finishes at 8.15pm families can stay and play on the outfield while parties can enjoy the live music until late in the evening.

"We are ideally placed in Worcester being just a short walk from the city centre and given good weather we expect very big crowds.

"The Finals Day at Trent Bridge on July 19 is already attracting a lot of interest. With both semi-finals, the final and a concert it will be an entertaining day but not necessarily for the faint hearted!

"Twenty20 may not appeal to everybody but we are retaining all the longer versions of the game for our traditional audience.

"I think I would rather be a batsman than a bowler. Nobody is sure what a par score will be but it wouldn't surprise me if somewhere between 180 and 200 becomes a reasonable total on a good wicket.

"I can't wait for the action to start and I appeal to all those who have never watched cricket live -- give it a go!"

The Twenty20 Cup -- it has taken over from the Benson and Hedges Cup and is the first new competition in county cricket for 30 years -- has received a severe battering from the traditionalists, but as far as Worcestershire goes the players are taking it very seriously indeed.

Director of cricket Tom Moody said: "It's going to be interesting how it's approached. I think it's going to be a more frantic version of one-day cricket, but it's going to be entertaining there's no question about that.

"I think it will bring in the crowds. When you have got the calibre of stroke players that we have in our side it's going to be good entertainment.

"When you ask them to put together an innings in a short period of time it will be worth watching."

County vice-captain Steve Rhodes said: "It's a competition we take seriously. In any county competition you know who you're playing for - you're are playing for the club you have got a lot of pride in.

"Whether you play tiddlywinks or a match from 20 to 50 overs the most important thing is you are representing your county."

Worcestershire's zonal fixtures are: v Northamptonshire, New Road, Friday, June 13; v Gloucestershire, Bristol, Saturday, June 14 (10.30am, live on Channel 4); v Warwickshire, New Road, Wednesday, June 18; v Glamorgan, Cardiff, Monday, June 23; v Somerset, New Road, Tuesday, June 24.

Scheduled hours of play for zonal matches are: first innings, 5.30pm to 6.45pm; interval 6.45pm to 7pm; second innings 7pm to 8.15pm.

The 18 first-class counties are split into three regional groups of six teams, with the three group winners and the best runner-up progressing to Finals Day.

The champions will receive £42,000, the runners-up £21,000 and the losing semi-finalists £10,000.

Extra incentives will also be made to the best performing individuals with cash prizes of up to £1,500 going to the best batsmen, bowlers and alll-rounders.