The person who can't open his eyes until sniffing the morning newspaper won't buy your argument that handheld devices and tablets could one day adversely affect the print medium.
Ditto with television junkies, who'd rather watch sport on large screens than resort to compact viewing on web-based platforms. In fact, some of them are left dumbfounded when told about ‘interactive viewing’.
Remember the days when having made the trip back home to watch live cricket, you'd wonder how Sachin Tendulkar was dismissed? Or how well Sourav Ganguly batted for his century? You'd have obviously missed some of the action and hoped to catch the highlights later in the day. You'd also be hoping that the broadcaster showed you the full scorecard. You'd just have to wait for it.
Cricket besides other sports has been streamed live for over a decade now. The official broadcaster of the ICC Champions Trophy is currently playing an advertisement that is asking viewers "to get over TV".
They are offering live streaming for all matches at less than a dollar (R50).
There are considerable enhancements. For starters, there's a video timeline. Anytime to watch a game on mobile, web, or app, you can play a small video even while the match is on.
For the viewer, there is a lot of engagement with data without leaving live video. He can pull up stats, profiles and scorecards while watching live.
The two biggest pluses are, minimal advertisements during live coverage, and zero chance of buffering.
That's because the quality of video adapts to the bandwidth of your device. If your bandwidth is poor, you get switched to audio only. Otherwise, you stream HD quality without any stumbling blocks.
"The idea behind the 'get over TV' campaign is to give reason for people to consume live cricket on digital. There has to be a standalone reason. The user must have control over the experience," says one of the innovators behind the platform.
The next step is multiple camera angles while streaming live cricket.
SkySports UK already has this element in their live coverage for both TV and apps — controlled through DTH remotes or device. There is also an option of choosing your commentary team.
It is indeed all about the consumer. Interactivity is the key word. There will be a day when the gap between journalists and readers will be minimal.
The London Times e-paper website allows you to choose your nature stories and modify your news page. And that's only the first step.