(M)ad Break

DD's sports editors will walk way with the WORST EDITORS of the world by a good 45-50 sec. I was watching the fourth day of Nagpur test and in all the first 10 overs that I watched, DD went into an ad break either before the over was completed or before the commentator could sign off. To my surprise , it still continued in today's telecast also.

Every time they went into a commercial break, the first commercial was always that of HUTCH TV which had replaced the usual commercial break graphic.I personally feel that the guys at O&M and Mindshare have come out with an excellent innovation in terms of making HUTCH TV as the opening shot for all commercial breaks. But what they might not have foreseen is getting the ire of cricket fans like me who feel that the ads start a little too sooner than necessary. Now I feel that while the HUTCH spot will get the eye spots, it may also bring in an irritation factor against the brand due to lousy execution.

A case of good idea spoilt through bad execution?