Last-ditch efforts are being made by the Hong Kong Cricket Association (HKCA) to get STAR TV to show the World Cup, which begins tomorrow with hosts England taking on defending champions Sri Lanka at Lord's. The HKCA has been encouraged by hundreds of letters and e-mails from cricket fans angry at the refusal by STAR TV to broadcast the World Cup live to Hong Kong. 'We have got hundreds of letters, e-mails and telephone calls from angry and indignant fans asking what is going on and why STAR TV is not showing the cricket despite advertising for months that 'ball-by-ball' action would be shown,' said Mark Burns, HKCA operations manager. 'We are still living in hope that something can be done and we are still talking to STAR TV officials. 'There is a slim chance that the final rounds could be televised here.' Burns criticised the premise on which STAR TV had taken the decision not to broadcast the 'live feed' to Hong Kong - that cricket was a minority sport here. 'They took the decision apparently on the taste of the viewers . . . in Hong Kong terms this is not correct. There is a large and healthy following for cricket in this town, especially when it comes around to a World Cup,' said Burns. He said the decision would also hurt the HKCA's ongoing bid to promote the game locally. 'Every little bit of exposure counts,' he said. 'The fact that one can switch on the TV and watch top-class cricket is beneficial to the game locally. 'Kids and youngsters will want to emulate their heroes and want to play cricket. 'What STAR TV has done is terrible. Hong Kong and Hong Kong cricket are getting a raw deal. We are being left out in the cold,' added Burns. STAR TV has confirmed that it will only show highlight packages of the action. 'The TV stations have not grasped the situation. There are thousands of viewers out there who are interested in cricket. There is so much anger out there. I hope some agreement can be reached . . . even at this late stage,' added Burns.
