I think it is because of the same reason Everton and Liverpool played early; to give people less time to drink, therefore there won't be as much trouble during the game. I think they did this specifically with Everton and Man U because of the hate from the Everton supporters towards Wayne Rooney.
Our game against the Dingles kicked off at 12 noon on a Sunday 2 weeks ago because the Police wanted the match played then,nothing to do with it being on telly.
Mind you we're playing Liverpool tomorrow (5-30 kick off) at our place...All those Man U fans heading back to the Home Counties can share a train with the Scousers :-)
Lunchtime KO is the norm for these games, nothing to do with the Far East or anywhere else as the Police insist on early starts to try and avoid the trouble which arises especially when Fans get boozed up in the Pubs before hand