How about having a TV Channel where you need to opt-in for viewing selected advertisements, instead of having to take all the noise and nonsense of a huge number of ads in the middle of a cricket match ? And, why not pay more for such channels ? It is annoying to be bombarded with ads when one is at the edge of one’s seat, trying to make sense of what just happened in the match.
I do not understand why cricket stars have to endorse products and make money, all this leads to a plethora of meaningless ads. Let us ask whether any star will ever use the product he is endorsing – it is really for the masses who are forced to view these endorsements and be damned. The star and the channel make the money, we only pay and pay.
The timing of the ads in a match is most irritating – when a wicket is down, then they play the ads ; when a four has just been struck, they play the ads ; when a critical moment in the match is approaching, they interrupt and play the ads. Even good ads like the Vodafone ones (which do not have a star endorsement on the TV ad) are annoying when it gets overdone. Well, it is clear that such companies have money to burn on sponsorships and advertisements, no issue with that. But they also have to choose the right moments – especially at the beginning, during drink breaks, in between the two innings, and several other right places : brands should never annoy viewers.
I have a policy of not touching “endorsed” products, I have blogged about this point before. For one, there is no meaning in such endorsements. Secondly, the endorser has more attraction to the viewers than the products being endorsed ; Thirdly, the product price has to be higher than the mean pricing for similar brands, considering the marketing dollars being spent on hugely expensive TV channel air time. Given this combination of factors, any decision is going to be based on “emotional” factors rather than hard core data points, in selecting a product or a brand.
I will go for an ad-free TV channel anytime and am prepared to pay for it. It may be available, but I am yet to experience a completely ad-free TV. Sometimes I feel that movies are better seen at the movie theatres wherein the ads only appear at the beginning and during the intermission, or see movies on the internet. TV movies, like high-octane cricket matches and other event telecasts, are ridden with huge number of ads which sometime go on for as long as 4 to 5 minutes. That’s too much of waste of one’s time, and too much to bear in terms of mostly useless messaging.
Technology is moving fast, and other developed countries have many such options, so it is not going to be too long for ad-free channels to arrive in India. How they will make money is anybody’s guess. Let us wait and see !
Enjoy the World Cup Finals today between India and Sri Lanka at Mumbai………
2nd April 2011