March 08, 2004

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Society works because of social contracts. These are not written. Rather they are implicit understandings between various elements of society as to how they should relate to each other. They entail obligations and mutual rights. There are plenty of books on the subject.

One example is television. Commercial TV works by putting on shows you watch with the understanding they will be interrupted by commercial breaks. Furthermore it is accepted that those breaks are good times to go to the bathroom, get some ice cream, do some washing up or tend to whatever needs tending to. The breaks last 2 to 3 minutes each and occur at regular and predictable intervals during the show - usually at convenient pauses in the plot or action.

Or so you would think, but not in Hong Kong. Here there is a policy of random advertisement placement. You can go as long as 20 minutes ad-free, before having three sets of ads in 7 minutes (these numbers come from last night's viewing on TVB Pearl). These breaks last anywhere from 30 seconds to 4 minutes without rhyme or reason. Many of the ads are impossible to understand, even if they are in English. Even sadder is TVB Pearl advertising for advertisers during prime time. It's a good way to advertise your lack of paying customers.

Memo to commercial TV: fewer breaks of more uniform length. It says so in the social contract.

posted by Simon on 03.08.04 at 02:39 PM in the




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