If you think Roy Keane's season got off on the wrong foot, imagine how CABLE SPORTS are feeling. The fiery Irishman earned himself a three-match ban when he sullied the Charity Shield with a reckless foul and took the long walk as a result. But the majority of Hong Kong fans were not privileged to see the match because CABLE did not carry it. Considering that the channel had shown the traditional curtain-raiser for the past four years, it was reasonable to expect that to continue. But that only proves the old adage 'Never assume, because it makes an 'ass' out of 'u' and 'me'.' Instead of the sight of the Wembley Twin Towers (for the very, very, very last time?) viewers tuning in to CABLE on Sunday night were treated to a gleaming Anfield and the surprisingly eventful Liverpool v Parma friendly. Considering how pro-Manchester United CABLE's coverage has been, reflecting the huge local interest in the Old Trafford side, it was doubly surprising that the Wembley showpiece was not on. The reason, a CABLE spokeswoman explained, was that CABLE's previous deal to show the Charity Shield had expired. The international rights holders for the match are now CSI, a different outfit from ISL who own the Premier League and FA Cup. 'When CSI came to name their price it was much too high,' said the spokeswoman. 'We know lots of people would have liked to see the Charity Shield but CSI did not come up with an asking price until very late in the day and we felt the cost was too great. The thing is they wanted a year-by-year deal, too and we did not find that acceptable either.' Granted, selected bars around town did have the Charity Shield match live by satellite from Thai television, but the majority of home viewrs were left in the dark. Considering that an expectation had been built up between the channel and viewers over the preceding four pre-seasons, maybe CABLE could have issued a 'Do not adjust your set' warning to fans that the match would not be shown this year. But that would amount to negative advertising , which is anathema to the corporate culture. Anyway, as the SAR's major provider of live soccer fare, especially since the disappearance of ESPN from our cableways, CABLE have a quick chance to put things straight this week with the big Premiership kick off. United, of course feature, in the live Sunday match. But the best prospective clash of the opening week is Monday night's Arsenal v Liverpool game.