I think the job that Andy and others and myself are going to have in Zurich is to say to Fifa to look at the bids on their merits
British PM David Cameron
Panorama defended its decision to air the programme as being in the 'public interest'.
A BBC spokesperson stated: "Panorama has a reputation for strong, independent and probing investigative journalism.
"The findings of the Panorama investigation into Fifa will be in the public interest."
And Cameron was keen to emphasise the positives of the British media.
"I think we also have to try and convince them [Fifa], yes we've got a robust and independent media, but our media love football and when it comes to the World Cup," added Cameron who will be part of a 30-man delegation in Zurich next week trying to win votes.
"In terms of audience, in terms of the press coverage around the world, actually the media will give it a fantastic boost here in this country."
Russia and joint bids from Netherlands-Belgium and Spain-Portugal are also vying to host the 2018 World Cup finals and, although Cameron believes England has a strong case, he is aware of the battle ahead if he is to help the the bid achieve victory.
"I think it's a very easy sell because if you think about it we've got the stadia, the fans, a country that's mad about football," he told Football Focus.
"It would be such a great World Cup if we had it here. One of the ways to sell it to the world is that the world watches English football, the world comes and plays its football in England and so bringing the World Cup to England is such a natural step.
"Now we've got a real fight on our hands in Zurich, but I'm looking forward to it because I think we've got a great case to make."
He added: "I think the job that Andy and others and myself are going to have in Zurich is to say to Fifa to look at the bids on their merits.
"To look at the technical aspects, at the stadia, at the fans, at the country, at what England can offer and yes, of course, we have a free media, a democracy, but look at the upsides and the advantages. We just have to make that case."
The ballot to choose the 2022 World Cup host will also take place on 2 December with Australia, Japan, Qatar, South Korea and the United States the countries in the race to win that contest.
There were supposed to be 24 voters but that was reduced by two after Fifa executive committee members Amos Adamu and Reynald Temarii were barred from voting.
Adamu was banned from football activity for three years and Temarii for one year over claims they asked for money in exchange for World Cup votes.
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