When technology gets out of the way

I’m a sucker for sport generally and live sport especially – see previous posts here on Olympics, Football World Cup & European Championships and even previous Rugby World Cup events.

If they keep score I’ll probably watch it, and might even get up in the middle of the night to make sure I can influence the outcome.

Indeed one of the all-time top posts on this blog is Just tell them it’s sport – although that appears to have more to do with the fact that it contains the words “shower naked with a group of men” and “dress up in lycra” which are apparently both popular Google search terms!

The big downside of watching these big events live on TV is having to deal with adverts, which I otherwise mostly manage to avoid.

Here in NZ we haven’t quite descended to the depths of US sports coverage, where networks have the ability to call time-outs during the game if they are not getting enough stoppages. But, we are slowly getting closer.

The latest slippage is the insertion of a 90 second ad break between the anthems/hakas and the start of the game. It’s an annoying intrusion after all the ceremony is completed and everybody is ready to get going. Even more so at the ground, where all of the players are left standing in position waiting for the referee to get the signal from their TV overlords so they can start the match.

It wouldn’t be so bad if the ads themselves weren’t so terrible.

For example, this horrible “advertisement” for a Panasonic television, which is featuring here during the Rugby World Cup:

The first 20 seconds are a long list of irrelevant and intimidating technical jargon.

The last 10 seconds are even worse, portraying their target customer as a freak who is more than a few biscuits short of a full packet.

The number of people who care if their television has a “built in high definition SD card viewer for media playback and program recording” is infinitesimally small.

Rather than trying to impress with the advanced componetry they should focus on what the technology allows real people to do – surely the manufacturer can think of something more inspiring than barking at your dog over Skype?

The benchmark in this area continues to be set by Apple. The repeated message in the iPad adverts is “it’s going to change the way we do things everyday” – in other words: it’s not what the software/hardware does, it’s what the user does.

So, I’m agitated that Panasonic have chosen to intrude into an event I’m excited about watching and having been force fed their marketing I’m left with the impression that the Viera is a complicated overspec’d piece of technology that only propeller heads and nutbags will love.

Nice job!

Previous Rugby & World Cup Posts:

  • Are the All Blacks winning more than ever? July 2007 – yes!
  • Dark Days October 2007 – thoughts following our exit from the previous World Cup in 2007, in which I pin the blame on all of us (see also: Whatever makes you nervous) and also predict a NZ vs Australia final in 2011 based on historical patterns – before the draw was even made.
  • Re-invigorating the All Blacks December 2007 – more is less and variety is the spice of life.
  • Third Largest? September 2008 – yes, it’s exciting to have it here, but let’s not get carried away!
  • Rugby World Cup 2011 December 2008 – after the draw was made, in which I predict the semi-finalists and finalists three years out (not actually looking too bad at this point, with the exception of under-estimating Australia)
  • 31-December December 2008 – further proof that Richie McCaw is exceptional.