Sadly though, ATV and TVB proved no better.

In the lead up to the 2am game, TVB Jade dragged out its assortment of rambling personalities turning the pre-game event into another of its gaudy, tacky variety shows (oh joy, it's Hacken Lee singing his World Cup themes - again). The shenanigans at the Olympian City mall's atrium included barking out football trivia to audience members and various non-sports experts giving predictions based on factors such as hair colour, the sound of their name and how they look.

Admittedly, there was a nostalgic tribute for retiring sportscaster Spencer Lam Sheung-yee. I, for one, think the veteran commentator deserves a medal for valance beyond the call of duty during TVB Jade's nightly recap of the tournament. It takes a patient and humble man to endure the ignominy of sharing his forum with, and listening to, bimbo starlets as they explain why England will win because David Beckham is so good looking.

ATV's Home Channel was even worse. With a set that looked like it was constructed for $35, the broadcast consisted of a few guys in different team jerseys yakking with little insight. Then, to keep the lads' interest, they also showed some salacious segments at a beach with various 'World Cup girls' competing in water games. The whole point of the exercise was to dunk them in water and pan up and down their wet bodies. Yep, another proud moment of giggling and jiggling in Hong Kong's esteemed broadcasting legacy.

For some reason the programming executives at these networks assume the local Chinese audience has the attention span of shar-pei. Curiously, there was no such silly display on TVB Pearl or ATV World. I'm not sure if this is racial insinuation or just a cultural assumption on the part of network executives, but why must the Chinese-language channels always go for inane and low-brow? Are there surveys to show that Chinese-speaking viewers have a lower IQ? A visit to any Wan Chai bar would tell you that's not so.

Then again, it wasn't exactly informative great entertainment on the English channels either. The English side's pre- and post-game segments were so restrained it was downright boring.

I realise the English audience is about one-tenth of the Cantonese side, but surely the stations could be more interesting than two desk-jockeys in matching jackets. We're not suggesting they copy ATV Home and bring in buxom blondes in swimwear to head soccer balls from a trampoline, although that would boost ratings.

The Wimbledon final was aired on Pearl earlier that night and there was no fanfare accompanying the contest. Let's face it, if ever there was a sports event that could use a little less stuffiness, it's the grass tennis in London. Instead of stone-faced Andrew Sams (who was the more enthusiastic of the two hosts), how about a few ball girls engaging in a contest to see who can best replicate a Maria Sharapova backhand grunt? Maybe some of this year's Miss Hong Kong contestants could handicap the final by analysing the hunk quotient of Roger Federer and Rafael Nadal?

In short, the English channels could be a little less dull, the Chinese coverage could be a little less loud. Then again, just putting someone who has an inkling of sports in charge of the programming would make most fans happy already. Maybe in four years we'll be served the World Cup with a little world class.