
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.



