THE media frenzy over the birth of Prince William and his wife Catherine's baby has reached fever pitch as the reported due date came and went with no sign of the royal heir.
A rumour that the Duchess of Cambridge had gone into labour on Thursday spread like wildfire on Twitter and reportedly caused British Prime Minister David Cameron's office to call Buckingham Palace to check on it.
It was another false alarm, but the dozens of international journalists camped outside the private London hospital where Kate is giving birth are on tenterhooks, knowing that it could happen any day now.
The palace has said the baby was due in "mid-July" and many editors have had this weekend in the diary for weeks - even though any parent knows that babies rarely arrive on time.
William's father, Prince Charles, revealed that it is not just royal observers waiting for the baby, as they attended a festival celebrating Queen Elizabeth II's coronation on Friday.
Charles, the heir to the throne who will become a grandfather for the first time, said "it won't be long now" as he surveyed a range of commemorative china to mark the new arrival.
His second wife Camilla, who is already a grandmother, added in conversation: "We are very excited. Immensely looking forward to it and waiting for the phone call."
The popularity of William and Kate, who married in a glittering wedding at Westminster Abbey in 2011, has turned the birth of their first child into a global event.
Media organisations have been installed outside St Mary's Hospital in Paddington for almost two weeks now, and in the absence of news, time has been passing slowly.
For the television networks, the top priority is to hold their positions around the clock, working 12-hour shifts in baking summer heat.
That means fiercely defending their territory, never yielding an inch of space to a rival station, and woe betide anyone touching the gaffer tape marking out an organisation's patch.
The main British news broadcasters - BBC, ITN and Sky News - have got the prime spots, lined up in front of the major US networks, which have maximised their space with some mammoth pieces of broadcasting hardware.
Behind them, it is a scramble to get a decent angle to shoot the doorway where William himself first saw daylight in 1982, carried out of the Lindo Wing by his parents Prince Charles and Diana.
For the time being, the door is guarded by a police officer who is rapidly becoming the most filmed man on the planet.
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