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|Sometimes you’ve gotta bat for the other side to know what it feels like!|
You’re watching Castle on Star World, and you are thoroughly engrossed but just when the tension is unbearable and you’re wondering what’s going to happen next, the ubiquitous commercial break kicks in. What a pain in the butt!
What do you do during the commercial break?
Read a newspaper?
Surf channels? – only to discover that the television networks are hand-in-glove with each other; they have conspired to inflict paid advertisements on you – the unsuspecting viewer – synchronized to be played out at the same time.
If you happen to be one of those unscrupulous (to the advertisers) techno-geeks (No, I’m not knocking technology or geeks!) and can afford these gizmos, you would either have TIVO so that you can watch your favorite programs undeterred by the threat of commercial disruptions, or you may have switched to IPTV , where you watch your pre-recorded and time shifted programs when you please , at your leisure and convenience. Of course, you can always have your programs pre-recorded the old-fashioned way on your VCR or DVR. Or if you are the patient type,you can just catch them on YouTube or Lulu, just a bit later.
I , unfortunately, suffer from none of the above luxuries. And although I have a broadband connection, it is not truly mega-speed. And so, my usual reaction is to find something else to do during those three minutes of inanity simultaneously muting the set;my ears do not wish to endure the cacophony of pretty (petty?) housewives and even prettier (pettier?) models and actors intent on selling me soap,shoes, jewelry and other FMCGs – they strive to invite, lure and seduce me into becoming part of their anesthetized, antiseptic,sanitized, made-for-TV world.
But then I get to thinking that surely there exist some viewers who prefer these very commercials that I dislike,deride and avoid with such antipathy. And if so, why should they be burdened by the interruption of content meant for mass viewers? Why can there not be a dedicated channel for commercials? A niche channel! I am, of course, not alluding to those annoying,pesky TV shopping networks that have half-hour long infomercials on which every product is touted as the panacea to your undreamed, unfulfilled desires – products that tout convenience and are anything but that. They just happen to be convenient means of relieving your pocket. And not with much finesse, if I dare say! (They prey on your insecurities and work best when you’re down in the dumps!)
How about a channel on the lines of an MTV , a VH1 or even a Channel V, dedicated to commercials and just commercials. Great commercials! Seductive commercials! Top 20 Commercials! Most Wanted Commercials!
Maybe a program dedicated to those monstrous Hollywood commercials plugging Japanese and Korean products aired solely on East Asian networks. (The commercials aren’t monstrous; the premiums charged by the stars to endorse those products are! Ask Arnold Schwarzenegger! Just some loose change for pocket-money!)
Or those nauseous commercials made for the Middle East market that actors from Bollywood, Mollywood and Tollywood parade in selling, well, almost everything. Just goes to show that you could be idiotic on-screen and earn a lot of moolah – just elsewhere!
How about some golden oldies added to the mix to indulge nostalgia? Create your own digital commercial contests?
Just picture it – a channel that does not have to bother with programming. Content will be served by the advertisers with no commercial breaks! The commercial is the program. What will advertisers not do for free air time?
In India, music channels – in the local languages – run themselves. Film music is the most popular form of audio/video entertainment. Reality shows are mostly song or dance based or both. Thus content is easily available and advertisers flock to these channels because of the sureness of eyeball capture. Mass media was never more mass!
Can something similar be done with TV commercials?
Is there an idea here somewhere? Or am I just rambling? Ranting? Or just being plain loony? Of course, this might not be such a great idea; all programming is now a long paid commercial – the deft/brazen product placements prove that!
Have a great day!
Disclaimer: I have not verified if any such channel exists! Pardon my ignorance!