Ah, but Ms. Toporoff was glossing over the uglier realities of the business: there is, of course, a youth requirement. And though puppy Pilates may yet be rare, there is a preferred weight and height range, so the stars will not overwhelm the 10-foot-deep, 19-foot-long stadium. (A soda can is used for comparison in many of the puppy photos, which are typically full-scale body shots.) Upon further questioning, Ms. Toporoff admitted a potential casting bias: “I own a Shih Tzu,” she said.

Though there are no teams or uniforms, the show follows many football conventions. This year’s game begins with the national anthem; the puppies watch the flag wave with due gravitas, if no paws over hearts. There is commentary, by Harry Kalas, the legendary N.F.L. and Phillies broadcaster, who in this case says things like: “He’s at the 20, he’s at the 30! O.K., now he’s back at the 20, the 10.” There are M.V.P. and viewer’s choice awards. And there is a referee to call the action, such as it is, and deal with what the show refers to as “puppy fouls.” He cleans them up, on camera but without close-ups.

“I’ll just get this out of the way: it’s a dirty job but someone’s got to do it,” said Andrew Schechter, the show’s production coordinator and this year’s ref. As for penalties, “I took some liberties, calling ‘unnecessary rrruff-ness,’ ” Mr. Schechter, an aspiring actor, said. (“That’s what I’m going to sign on autographs,” he added.)

The best plays are much discussed. “My friend Dean was shocked last year when one of the puppies threw his fleece squirrel into the water bowl,” Mr. Chandler said. “He thought that should be a penalty.”

Actually, the most popular part of “Puppy Bowl” may be the water-bowl camera (“the greatest technical innovation since the yellow first-down line,” Mr. Chandler said). Positioned beneath a bowl with a transparent bottom, it gives viewers a snout-first view of the puppies drinking, or more. Sometimes they stand in the water bowl, “and you see their cute little paws,” Mr. Schechter said rhapsodically.

Taped over two days, the show has a production crew of about 30 people, as well as dog and cat owners, an animal handler, a veterinarian and a representative of the American Humane association to oversee it. (Yes, the dogs and cats are kept apart.) About 50 hours of footage from five cameras are edited down to the three-hour special, which is then scripted to match the action.