[matthieu1221]

Some local studio captures from Hong Kong. Your official broadcasters: ViuTV (FTA Ch.99) for 19 of the total matches, and cable network NowTV for the full coverage.




Pres wise, they're adopting the official graphics package for the matches (in traditional Chinese), and also utilized the graphic design in their programme junctions:
www.youtube.com 

Content wise, it's a bit on the traditional fluffy/match-oriented stuff: Not much on the controversies surrounding the holding country.

It's a real shame I can't find the Twitter thread from the Euro last year but it seems like nothing has changed in HK with all the men doing the 'serious' stuff and the women dressed in jerseys on the couch or elsewhere, whether it's Premiere League or FIFA/UEFA competitions (the Twitter thread was interesting with bemused people noting how sometimes the jerseys they wore had 0 relevance to the match they were commenting!).

So it turns out NowTV could afford the broadcasting rights. They were getting worried they were getting unaffordable for such a small population for it to be profitable. Last time (2018 I believe?), they were lucky enough to buy it back from a Mainland broadcaster that went belly up after having bid higher for the broadcasting rights).

Raises an interesting question, for countries with small populations (and perhaps even fewer people who watch football), how are broadcasters dealing with the skyrocketing price of broadcasting rights?