Sound move

November 21, 2012

Broadcasters are going to turn down the sound on advertisements.

TVNZ, MediaWorks and Maori TV say they have reached an agreement on the compression technology that makes many advertisements so much louder than the programmes they interrupt. Sky TV has not formally signed on to the initiative but says it will support it.

The agreement kicks in January 1, but TVNZ says it will start Sunday. In a statement emailed to NBR ONLINE, CEO Kevin Kenrick said “we just want to get on with it”. The state broadcaster will foot the bill for adjusting the audio on ads already submitted.

Sounds good, but there’s a but:

Earlier, TVNZ’s general manager of technology Peter Ennis told NBR free-to-air broadcasters here had agreed to follow the International Telecommunications Union’s IITU 1770 recommendation, already widely adopted overseas by bodies such as the European Broadcasters’ Union.

But he added the qualifier, “It’s important to remember, however, that while these standards go some way towards reducing the perceived loudness differences between and within programme and advertising content it is unlikely that all differences will be eliminated, mainly because advertisers and TV creatives will continue to want to use dynamic range for effect.”. . .

In other words, they still want to yell at us.

Yet another selling point for MySky which lets you fast forward through the ads so you can avoid both sight and sound.


It was ever thus

October 4, 2012

A new consumer survey shows viewers try to avoid TV advertisements.

It was ever thus.

The ad break has always been the time to go to the loo, get a drink, attend to another task, chat to whoever is watching with you or do anything else rather than watch the screen.

We’re relatively recent converts to MySky. It’s an even more convenient way to record and watch programmes than videos and like them enables you to fast-forward through the ad breaks.

It saves a lot of time – an hour of news can be watched in 10 – 20 minutes by the time you cut out the ads and content you’re not interested in.

This is good for viewers but not for advertisers who must come up with other ways to catch our attention.

The Fair Go Ad Awards are on and the only one of the finalists I recognise is the MasterCard check-in one which features in both the best and worst category.


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