i-Cable gained the World Cup broadcast rights for 240 million and is broadcasting the harsh conditions, even TVB and ATV's news cannot broadcast clips of the games, causing complaints among viewers. TVB created a show trying to simulate the games, but hardcore soccer fans criticize the show being stupid. However, although i-Cable got exclusive rights to broadcast the entire event, all soccer fans were unable to watch the exciting goalie issue that happened between the England-Germany game. Even Mark Lui and Louis Cheung were so angered they blasted i-Cable. As Hong Kong's leading televison station, TVB lost the broadcasting rights 3 times in a row since 2002, losing face. It was said that TVB is trying to maintain their first brother status and decided to spend 250 million on fighting back the broadcast rights. There is a possiblity that the HK government will issue two free televison licenses this year. When that happens, it will be a battle between 7 stations (TVB, ATV, iCable, NowTV and 3 other stations) for the World Cup broadcast rights.
The media (The Sun) contacted TVB Director of Foreign Affairs (Ho Lai Chuen) to confirm, he said: "Bidding for the next World Cup ends this November. TVB is still in the process of discussing the details because for the last 3 World Cups, Hong Kong citizens were not able to watch the event for free, plus TVB learned a lesson this year, felt that this year we should really take action! (Use 250 million?) How much to spend is still too early to say because after all it is a high price."
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