TikTok, Helo, YouTube and the rest – like highlights after midnight – cannot make up for a widespread inability to watch the games unfold
Repeat a word often enough and it seems to lose all meaning. It’s called semantic satiation, and it’s a phenomenon you will already be aware of if you have spent much time talking to toddlers or sports marketing executives. “Legacy” went some time in the last decade, buzzworded to death after London 2012, and I suspect we’re about to lose “engage” and its variations, too. The England and Wales Cricket Board says it has “engaged” 1 million children in this World Cup, the International Cricket Council has set up fan zones to “engage” with families, partnered with TikTok and Helo to “engage” with social media users, and signed up with the PR company Ogilvy UK to drive “engagement”, while their many sponsors are anxious to “engage” with all those India fans.
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Written by Andy Bull
This news first appeared on https://www.theguardian.com/sport/blog/2019/jun/11/cricket-world-cup-televised-coverage under the title “Cricket World Cup’s efforts to ‘engage’ doomed by terrestrial TV void | Andy Bull”. Bolchha Nepal is not responsible or affiliated towards the opinion expressed in this news article.
