how to keep call centre staffs motivated?

me again.. feel like typing alot today!
well, i was reading the newspaper, and found an interesting part. it's bout a Call Centre in UK, which have prb with the staff turnover which is very high. it was talking about how depressing and stressful the work is about.. blaa blaa.. same shit with HEll anyway. but also it was saying this,..
staff get bored with the daily routine of the work, being in call centre for over many years, but without any opportunity to grow as in a team of almost 100 agents, there is only 2 leader position. their turnover is sky high. they commented on how the management should make the agent's work more fun rather than bored to death.
do something before you become like this....

wat would you like to have in ur work place to make it more fun? but yet productive?
- i'd like to have a tv to watch while answering the phone and also a fridge in every cubicle so i can lots and lots of ice creams!