Recently, the government made an announcement that one single sports channel will have the broadcasting rights for the upcoming cricket World Cup. This sports channel also had the rights to broadcast the T20 World cup and it was one of the most unpleasant viewing experiences that any cricket fan can be subjected to thanks to the fact that this channel milked the opportunity to its maximum. While it is the right of the channel to make money, bombarding the viewers with advertisements so that watching the game becomes difficult is not good broadcasting practice especially if it means that viewers miss key parts of the game.
I hope the channel will realise that millions will tune in to watch the World Cup and it is their one respite in an environment plagued with personal and national problems. The suits in the corporation should not squeeze the joy out of the sport for a few extra bucks. I am sure they can come up with a better advertising strategy/campaign to balance their money-making concerns and having the viewers enjoy watching the match.
ANUM ASIF
Lahore
