Just had a look at the Moscow match - in the interest of research, you understand, as soccer leaves me cold - and the picture quality is the usual ITV rubbish. I'm sure there are good reasons to do with the host broadcaster and so on, but it looks truly horrid.
HD wouldn't help at all, as this is on ITV, and for now ITV isn't broadcasting HD, but it's coming soon. It would look as poor as this on just about any TV - mine's a 50in Fujitsu pro monitor downstream of the video scaling in the Onkyo TX-SR975 receiver, and The Apprentice on BBC1 standard def looks great (blame Mrs E that we're watching it!).
We'll just have to hope we get more HD broadcasts more widely available soon, not just by paying for Sky, to make the most of all these spiffy new TVs.