I am angry about the Olympics.
I don’t mean about the police state, or the disturbing
corporatism, or the brand policing, or the evictions, or the even the blank
cheque stolen from the British taxpayers to fund this circus during the height
of austerity protests.
No, I am angry about content delivery.
In the year of our lord two thousand and twelve, there is no
reason why I should still be subjected to a trickle of NBC-curated content, at
premium cost and maximum inconvenience.
This Olympics, I am interested mainly in Flipsports:
Gymnastics, Diving, Trampoline. In order to view the flipsports, I should not
have to purchase premium cable, purchase a TiVo, cross reference the schedule,
record 4 hour chunks of unrelated sports, and fast forward through 3.75 hours
of “inspirational” packages, Visa commercials, and inane commentary to get to
maybe 10-20 minutes of actual Trampolining. I also shouldn’t be tethered to my
local NBC affiliate for a whole hour and a half before they deign to replay 10
minutes of gymnastics, only to be interrupted by another 2 swimming races. (These
events already happened.
Why are you flipping back and forth and pretending they’re simultaneous?)
What smart providers like Netflix and Hulu (and to a certain
extent iTunes) have recognized is that the people demand content-on-demand.
This is the age of the user, of personalization, and people will pay reasonable
fees for access to the media they want. NBC’s forays into the 21st
century, meanwhile, are largely failures. For example, an Olympics app that has
7,000+ “1” ratings on the Playstore (twice the number of “5” ratings).
But wait, you say: NBC is streaming live, uncut feeds on their Gold website. No
commentary, just a Twitter feed posting what is happening on the sidebar. Doesn’t
this sound like the glorious content-driven programming we all desire? Where
pure sport wins out over all weepy sentimentality and corporate hucksterism?
Yes, and all you need to access the internet stream is…a
cable TV account. I’m sure you see the irony of having to purchase a bloated,
terrible service that I never wanted in order to access a streamlined internet
service that I do. And so NBC insists on forcing us all to their 20th
century cable TV model instead of embracing the fact that their market has
changed.
To NBC, I say, if you want to continue to be a mercenary,
profit-driven megacorp about it (as is the American Way), there are still ways
we can both get everything we want. I would pay a premium fee (equal to a month
of package cable) for unlimited streaming access to every sport on demand. For
more casual viewers, let them pay by-sport for content. Or let them pay for
hourly access—I’m sure you could soak a lot of people out of more money than
they intended to spend on that.
And what do I expect to receive for my money?
This is the New Deal, NBC. This is what I expect for all
future Olympics cycles:
- Complete access to all
competition content (every video of every competitor at every sport.)
- Streaming internet video access
(sorted by sport, or day of competition)
- Access to completed
competitions on demand, with full fast forward/rewind/slow mo control
And that’s just the basic standards. Imagine what great
content you could provide if you actually put some effort into it!
- Program-your-own
coverage by selecting from a list of events beforehand. They automatically
record to your save file, or ping you when they’re going live.
- Database access for info
about every competitor, searchable by sport and country, previous scores,
everything. Oh, and while we’re here, why not a constant running scoreboard?
- Auto-display of file info
for whichever athlete is currently competing or on screen
- Public guest commentary
channels, where members of the public can broadcast their own commentary for
the onscreen action. Eliminate inane NBC commentators entirely!
When providers insist on a stranglehold over their media
(and the Olympics are one of the most obvious abusers of this), everyone
suffers. The viewers suffer. Innovation suffers. Yes, even corporate profits
suffer. The RIAA
and the MPAA and NBC can bitch and moan about “stealing,” but the fact is that none
of these megacorps provide access to the content that 21st century
people want.
I wish we could be talking here about dismantling the
runaway corporatism that ruins culture and economies worldwide. I wish we could
even entertain notions that having the Olympics in town is a Bad Thing, and
that—far from stimulating the economy and being an “inspiration,” the Olympics
destroys infrastructure, bankrupts, and general leeches the lifeblood out of a
city, its treasury, and its people.
But if we have to accept corporatism and its eternal faceboot
as an overall positive, then at the very least I demand that NBC provide me
with a modicum of quality in the entertainment that is supposed to be
anesthetizing me to the whole system.
At the very least, shut up and take my money.