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Why Should the Players have all the Fun?
Thursday, February 4th, 2010 by Edgar Villalpando – SVP Marketing

Super Bowl Commercial

There’s plenty of blame to throw around for why the modern Super Bowl is what it is: an overhyped orgy of athletics and advertising that starts too late, lasts too long and sometimes even provides a rollicking good evening of entertainment.

Blame Bart Starr, if you must, or Joe Namath. Better yet, blame Mike Ditka, Buddy Ryan and those 1985 Bears who humiliated the New England Patriots in a game so boring that even Boston fans stopped crying in their Sam Adams and just conceded their team just wasn’t good enough.

They’re all responsible in a way for teasing us with the idea that what’s billed as the biggest football spectacle of the year might actually be as good as Joe Namath predicted and others have shown over the years or — as the Bears and Starr’s Green Bay Packers showed — the game can be so dull that billions of viewers are more interested in watching the slew of advertisements that pay for the bloated spectacle.

It’s been said too many times that the ads are the best part of the Super Bowl. Advertisers themselves have fed that myth by holding their best stuff for the big game.

Interactivity kicks that part of the game up another level by making the ads something that can hold attention even beyond the 30 or 60 second slots into which they’ve been placed.

The most obvious spot for interactivity is via a storyline that continues beyond the ad’s allotted time. Imagine those Budweiser Clydesdales kicking a field goal — it’s been done, I know — and using the interactivity button to learn whether it’s good or bad. Chances are you won’t miss anything of the game and if you’re really into seeing every nanosecond of every play, you can use your manual dexterity to push both the interactive and pause buttons.

For those who don’t like distractions, there are interactive platforms that can provide you with the best of both worlds: the millisecond-by-millisecond grind of the on-field thrills and the opportunity to learn — or maybe even vote on — whether the field goal was good. Talk about multi-tasking. What more could you ask for? Drama on both ends of the scale.

Interactivity can even take the drama off the field and put it right in your living room in the midst of your Super Bowl party. There might be multiple views of the field; there might be multiple interactive possibilities to explore; but there is only one remote. In a crowd of Super Bowl partiers, with beverages flowing more freely than the New Orleans offense, imagine the impact of being the only person in control. You’ll either be more popular than Peyton Manning or more harried than Drew Brees — or, depending on your fan preferences, the reverse.

Imagine this situation. The Bud Clydes line up for the winning field goal against the washed up Coors Light coaches. The snap is good; the ball is sailing towards an end zone projected on an Apple iPad. The Sony cameras are clicking, the Panasonic videocams are rolling, fingers are poised over BlackBerries to tweet the results, and the program returns to the game. As the owner of the remote you control the party’s destiny. You determine whether you click to the interactive site for the field goal or return in time to see Manning change the play at the line.

What do you do?

And if that’s not more exciting than either the game or the ads that support the game then my name isn’t Archie Manning. Oh, wait a minute, my name isn’t Archie Manning. Nevermind.

 

Stop the Presses: Breathing New Life into the News
Thursday, January 28th, 2010 by Edgar Villalpando – SVP Marketing

iPad

So Steve Jobs has come down from the mountain and presented the world with the Apple tablet and the world literally is a-twitter. The iPad, it’s said, is going to change the world the way iPods changed mobile entertainment, iPhones changed mobile phones and iTunes changed music.

Anyway, the earliest glowing reports state that the iPad is the most amazing tablet since Moses carried a pair down from a mountain with a few societal rules. The thing I thought was most interesting — not compelling, you understand, interesting — was early talk that the iPad would save newspapers.

Apparently people who don’t like to pick up that bulky old collection of newsprint won’t mind sitting on the morning train with an iPad warming their lap and breezing through the sports section. Apparently.

When you think about it, newspapers, so obviously a low-tech information conveyance, are logically a top application for high-tech gear. Newspapers, after all, were the original interactive devices. A reporter would write a story; a reader would call the editor and demand the reporter be fired; an editor, depending on the kind of day he was having and whether his liquor supply was in order, would comply with the demand or, more likely, tell the caller to write a letter to the editor. The letter would appear in a later edition. It doesn’t get more interactive than that.

Newspapers, though, have been supplanted by television because people apparently don’t want to make the effort to sit down and read through all the pages. I’m not sure that any kind of handheld device, even one as marvelous as the iPad, will solve that. People are just more willing to have their news read to them.

Newspapers have dabbled in video on the web, but the best way for them to fight television is to create a video experience of their own. Make the Daily Bugle interactive with its own listing or video-rich iPad app. Push a button, and learn who’s died, who’s been born, who’s getting married and which one of your neighbors is in jail because those tomatoes he was growing weren’t really tomatoes. That’s the kind of information that will never make the evening TV news.

Today’s newspapers have all the tools to be truly interactive with any connected device. Their staffs shoot video as often as still photos; stories are continually updated throughout the day; they all have Web sites; and some of the more advanced ones will actually read the stories to you so you feel like you’re watching the evening news — only with more depth and accuracy.

I’m thinking that maybe newspapers aren’t as dead as we’ve been led to believe. While the iPad focus has been on reviving “print,” I’m thinking that a rich, interactive video experience can bring new life to the medium.

Television news started with anchors unapologetically reading their on-air stories from the newspaper. Interactivity can revive that trend in a positive way for newspapers. Get the headlines from the traditional TV news sources, but when you want the real story only community journalism can provide, tap into the Bugle News site on television — or your iPad.

 

Sometimes the Ads are Better than the Shows
Thursday, January 21st, 2010 by Edgar Villalpando – SVP Marketing

Boost Mobile Pig

Commercials are like blogs; the more controversial or funny or outrageous, the more attention they get. If you don’t like a blog, you can skip forward to something else. If you don’t like bland advertising, well…that’s why they created “fast forward.”

I’m not anti-advertising. There are certain ads that just make me stop, look and listen and move my finger off the FF. While I’ll gladly fast forward through laundry detergent ads or shots of cars with bows on their roofs or male enhancement pitches (although I can see why some guys might pause at that point), when the Boost Mobile pigs show up (click here for video), I’ll stop and have a laugh. Those pigs remind me of trade shows.

I don’t fast forward through clever ads but for every ham eating pig there’s a dog of an ad that doesn’t deserve 30 seconds of attention and only gets watched because the viewer can’t fast forward, doesn’t need to use the bathroom or already has a beer. It’s not my fault that some advertisers lack imagination and a decent ad agency, nor is it my concern that the broadcasters running these dogs might not get the attention—or revenues–they want. Suck it up, guys! Life’s tough, “Mad Men” is fiction and the ‘60s were never as much fun as old timers remember. It’s 2010 and attention spans are shorter than mini skirts.

All that said, I concede there’s a problem with the way broadcast media works. For better or worse, it’s ad supported. If people duck the ads and advertisers know they’re doing it there’s no money to pay for good content. And in media, that’s more disturbing than pigs eating bacon.

That’s why some Australian news grabbed my eyeballs. Those down-under folks are always on top of things. Australian commercial TV stations will be equipping set-top boxes that run Freeview with MHEG 5 (that’s short for the cleverly named Multimedia and Hypermedia Information Coding Experts Group, not the equally cleverly named MPEG or Moving Pictures Experts Group).

MHEG is an interactive middleware that powers Freeview, which, ironically is a digital TV service owned by the major TV stations in Australia. It’s ironic because these same broadcasters are using MHEG to plop static advertising into Freeview programming while promoting the service as “the easiest way to enjoy digital TV for free. There are up to 50 digital TV channels, no subscription, no contract, no fuss.”
Correct me if I’m wrong, but isn’t being forced to watch an ad against your will something of a fuss creator? The Aussies waltz around this dilemma by arguing that MHEG won’t restrict viewing, it will enhance it with “high definition graphics and interactive channels.”

If they say so. Personally, though, I think interactivity — with or without advertising support — is better as a free will option delivered as part of a programming package and, in the best of all worlds, targeted to the viewer’s interests, not as a way to stifle my desire to fast forward those Geico cavemen. Make an ad worthwhile, and I’m in hog heaven; force me to watch a boring ad and you chance losing me as a viewer altogether.

 

Staying Alive Just Keeps Getting Harder
Thursday, January 14th, 2010 by Edgar Villalpando – SVP Marketing

Jersey Shore

We all know stress kills. Of course the case could be made that with today’s economy, job uncertainty and political bickering going on — to say nothing of the ongoing threat of nuclear annihilation — it’s a surprise anyone over the age of 30 is alive. Those under 30 are still too optimistic about the future to realize that it’s so bad.

So what’s a person supposed to do to relieve stress? After a tough day at the office or searching for a job most people like to sit down at the TV and “veg out.”

Bad idea. A new Australian study — and we all know those Aussies are on top of these things — has concluded that every hour spent sitting idle in front of a TV increases by 18 percent the risk of premature death from heart disease. In case you’re interested, Australians spend about three hours a day watching TV; Americans — and you gotta wonder where these stressed out folks find the time — spend about eight hours.

The good news-bad news thing about this report is that even if you’re not watching TV, it’s likely that you’re doing just as much damage to yourself if you turn off the TV and head back to the home office and sit in front of your computer answering e-mail and writing memos, because prolonged inactivity can raise blood sugar and cholesterol levels.

The fact is vegetables don’t get heart disease — that we know of — because vegetables don’t have hearts. Humans, therefore, can’t be vegetables.

Being the self-serving type I am, I tend to think it’s not the television that’s the problem — it’s what you’re watching. Jerry Springer is bad for the digestive system; 24 pumps too much adrenaline through your body; sports are addictive and often include snacks and beverages that aren’t good for you as well as shouting and higher blood pressure; and, of course, the news is … well the news is bad for your mental health. It’s generally either depressing or annoying, depending on your take on the talking heads.

You know what my solution is: interactive TV. Make a little effort to do more with your TV. Dig deeper into those programs, find more information, and exercise your mind and your fingers. People who’ve felt my vise-like handshake know that my fingers have been tuned like a Ferrari’s engine before the Grand Prix. That comes from all the effort I put into watching television interactively and that sort of effort can only lead to better things for the rest of the body.

Imagine if TV manufacturers included Wii-like motion remotes. You could get a lot of exercise and stress relief from throwing tomatoes at the cast of Jersey Shore, or those bank executives who are spending bail-out money on huge bonuses for themselves. Line up behind the plate and take your own swing at a Tim Lincecum fastball, or hit one off the tee at Pebble Beach. Now if we can only figure out how to prevent the inevitable abuse of finger steroids.

 

3D: See Me, Feel Me, Touch Me — But Don’t Smell Me
Thursday, January 7th, 2010 by Edgar Villalpando – SVP Marketing

3D Smell-O-Vision

Unless you’ve been hiding under a rock — or woolen blankets avoiding frigid weather and a pile of holiday debt — you’ve noticed the buzz around 3D. Television makers, now having made HD ubiquitous, see 3D as a way to spiff up their products with a new gizmo that will make people go out and consume. Programmers, particularly sports programmers, frightened of selling such dramatic fare as golf without Tiger Woods or football without Andy Reid, are looking for ways to bring any kind of sporting action right into your family rooms with the athletes gliding and hitting and running right amongst you and your friends.

There are now two basic ways to get the 3D experience: those silly glasses that people have worn to the movies for generations to see second tier films with first tier special effects; or new televisions specially designed to deliver 3D. Yes, you still have to wear glasses in most cases, but they’re much cooler at least.

I’m kind of neutral on whether 3D will happen or not or whether the consuming public, just in the first full throes of HD ecstasy will throw everything aside to have more “reality” television. On the other hand, if it does happen, there are some things I know I’d like to see in my family room with me.

· A flying dunk from mid-court by Kobe Bryant
· A leaping touchdown catch by DeSean Jackson amid three defenders
· A useless flailing 3-wood from the rough by Phil Mickleson sending grass and dirt chunks flying all my family room
· A graceful salmon swimming upstream only to be swatted ashore by a grizzly bear
· An Albert Pujols home run that leaves home plate and ends in my hands on the sofa

Then there are the things that are better off left to 2D.

· Blood spatter from a tooth ripping kick in ultimate fighting
· Competition from any of the reality shows, but particularly The Biggest Loser. Those folks can stay inside the TV for all I care.
· Dick Vitale – there’s not enough space in the biggest room of my house to fit this guy’s outsized ego in 3D
· Any kind of soccer action. I’d probably fall asleep and miss the only goal anyway
· Commercials, but particularly those pretentious pieces with cars and bows

Seriously, there are benefits to 3D that could really make television jump to life. Imagine Scrooge’s three ghosts mingling with you and their old friend, or the Three Stooges giving you a poke in the eye. Think about the Dallas Cowboys, or perhaps more entertaining, the high kicking Dallas Cowboy Cheerleaders. Bob Vila and his ilk could step right into the room to show you first-hand how to spackle walls or Tim Allen could pretend to do the same thing between talking over the fence to his neighbor.

Of course 3D could be the next quadraphonic sound, presenting visually what listeners heard when Richard Harris’ belted out “The Prophet: Kahlil Gibran” in four-corner sound. What? You’ve never heard of quadraphonic sound? Maybe that’s because it never quite made it to the big time — but it did lead the way for surround sound.

If that’s the case, maybe 3D is only the precursor to the next generation of television: SmellTV, where you actually step into the trenches with the sweaty athletes, are surrounded by their images, engulfed by the sounds of their battles and overwhelmed with the scent of hard work and fear. Then again, maybe that’s pushing it a bit.