Athletics can't be an easy sport to cover on TV, as there are so many individual events taking place over a relatively long period.
Like Knight Rider, I'm glad when it does get covered fairly extensively on BBC or Eurosport, even if I do get nostalgic for the "good old days" of Coleman and Pickering !
Looking at other sports, I think the way ITV 4 covers cycling and especially the Tour de France is exemplary in the way it caters for casual viewers and hardcore cycling fans and I also enjoy their coverage of the Isle of Man TT's - even though I know absolutely nothing about motor cycle racing and it seems pretty squarely aimed at "those in the know".
I think the BBC's problem with athletics coverage is they aren't sure whether to cater for knowledgable fans or try to get casual viewers interested and they end up pleasing neither.