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

negligible.



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

from.



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?



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