MEDIA CHOICE: Sky Sports Extra

Last Sunday’s coverage of Arsenal versus Manchester United was the first match to be shown on SkyDigital’s new interactive channel Sky Sports Extra.

Last Sunday’s coverage of Arsenal versus Manchester United was the

first match to be shown on SkyDigital’s new interactive channel Sky

Sports Extra.

This allows the viewer to choose their own camera angles and replay key

moments. I chose to watch the game in the company of like-minded

football fans, a sprinkling of Gunners and southern Reds among a base of

interested neutrals.

However, in hindsight this was probably not the best audience for trying

out the new technology.

Every time someone tried to get the behind the goal shot of Mr Posh

Spice’s freekick, or tried to replay Patrick Viera’s deftly timed

headbutt at choirboy Keane, there were howls of derision from the rest

of the room petrified that we would end up watching Oprah on Sky One.

This sums up the issues with this particular piece of interactivity: if

the game is enthralling, as Sunday’s was, then the need for different

views or to find out who Alex Manniger used to play for is


On the counter side, if you are watching a dull 0-0 draw then you aren’t

really going to be that interested in replaying the highlights if you

have the remote in your hands and another 37 channels to choose


One wag watching the game did spot the obvious commercial opportunity

and I’m sure it can’t be long before the media brains behind the

Domino’s chain come up with the split-screen order pad.

Now for the important stats: was it three or four garlic breads?


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer