We live in an internet world that already allows us to do a lot online, everything from phoning up our relatives abroad to sharing - potentially - that song you've just composed with a global audience. Now Yahoo, the world's leading internet portal, is giving everyone the chance to be a 'professor'' in the virtual world by answering questions raised by other 'netizens'. The new service is called Yahoo Knowledge. Users can raise whatever questions they like and sit back and wait for others to answer. The company hopes the new service will increase user loyalty - 'stickiness', in netspeak - to Yahoo's portal, boosting traffic and attracting more advertising revenue. 'The service is being well-received and over 10,000 users have participated in the question and answer sessions,' said Pauline Wong, Yahoo Hong Kong's marketing and communications director. The questions cover a lot of ground, all the way from legal advice to where to have lunch. Some students even submit their homework problems. Since the anonymity of the internet raises the question of trust, Yahoo has set up a points system to reward people who provide useful information. 'The more points they have, the higher their professional level is. This can strengthen users' confidence in the website's information,' said Ms Wong. Those who achieve the highest points level will be recognised with the title of 'master of knowledge'. Media self-censorship doesn't yet appear to have become an issue with Yahoo Knowledge. Several sensitive topics such as the rise of the Falun Gong and the history of the June 4, 1989 Tiananmen crackdown have already been broached. Yahoo launched the service in South Korea three years ago. It is now available in nine countries in five languages. words of wisdom Yahoo hopes the unique service will differentiate its search engine from competitors like Google. Ms Wong said the entire content of Yahoo Knowledge will also appear in Yahoo's search engine. The company hopes this will boost its paid search business, where advertisers purchase keywords that allow them to get their message to users. 'By offering exclusive content on the search service, we can sell more keywords than our competitors,' she said. in the penalty area While Media Eye loves football, he has the misfortune to live outside Cable TV's coverage area. So the only way to get a real-time World Cup fix is via the internet. Fortunately, many mainland websites are offering live broadcasts of World Cup matches - if you consider that a five-minute delay is still live. Sites such as TV Ants and PP Stream are proving the most popular with those who are deprived of Cable TV. They allow users to watch the CCTV Sport Channel, the sole authorised World Cup broadcaster in China. The sites support nearly 10,000 viewers at once, free of charge. Mind you, no one knows if it's legal. The quality can be iffy since the resolution is occasionally affected by internet traffic. All in all, though, it's a pleasant viewing experience. Still, that five-minute delay can be frustrating. Last Friday, not the Chinese play-by-play team but a friend who has cable was first with the news that England had scored.