Sunday, December 20, 2009

how to destroy the experience of watching a movie on the glass teat

It's a pity that no movie channel learns from Turner Classic Movies, which, IMNSHO, is the only channel that understands its target audience. Everyone else is out to get money from advertising and subject your average middle-class viewer to movie frames decorated with enough logos and tickers to put the Dubai videotapes of yore to shame. There are a couple of differences between the equivalence class of AMC, TNT and their ilk and the equivalence class of the South Asian hatchet job-men (SET Max, 9X, Sahara Filmy, Zee Cinema): the breaks seem longer in IST and the number of unique ads is severely low (in other words, repetition is the "need of the hour"). Here's a simple test: pick one of the South Asian movie channels and watch what transpires for about 40 minutes. If you're lucky you could get by with just one break; if you're unlucky, be prepared for two. Count the number of repeated ads. Don't be surprised to get something greater than 0. This is how bad things are.

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