There's no reason to keep it at 3pm other than tradition, and "because we've always done it that way" is a stupid reason to keep anything. As long as it has its own day I'm fine. BBC did a fantastic job with the build up throughout the day.
that pratt Greg dyke was banging on about how tv calls the tune now and how he thinks there is a bigger audience at 5:30 anyway. It still stinks that they can dictate to teams where and when they should play these days.