Continental fare the order of the day

IN the battle for regional TV ratings there are few better weapons than the Premier League.

That's why Wharf Sports splashed out a fortune to snare Hong Kong rights to the Monday night game (plus selected midweek games). As they already had the Saturday and Sunday rights this gave Wharf a stranglehold on coverage of the English league.

It's a proven product which is sure to deliver a number of high-quality entertainment experiences (or matches as we used to call them). Even if the matches haven't been so great so far this season they will come good in time.

Anyway you only need look at all the people on Hong Kong's streets wearing replica Manchester United, Arsenal, Chelsea, Liverpool and Newcastle kits to see that a strong sense of brand loyalty is already being developed.

But variety is the spice of life and if a solid diet of the English game isn't entirely to your taste here's some good news. You can set aside the fish and chips and try some pasta and paella instead.

For after a few drab weeks of its own the Italian League coverage sprang to life last weekend with a double dose of thrills and controversy as Milan beat Roma and Juventus beat Inter. The Blackburn v Arsenal match sandwich-ed in between was pretty drab by comparison.

And now ESPN-STAR add an extra Mediterranean dish to our diet with the introduction of live Spanish League action.