While some viewers will violently disagree, it's hard not to feel sympathy for Channel 58, which has been stuck in a no-win situation thanks to CBS' NCAA basketball tournament coverage.
As TV technology advances, there are more chances to follow the initial field of 65 teams. But that technology is still developing, and last week it caused a perfect storm that led to nearly everybody barking at Milwaukee's CBS station. The barkers include:
• High-definition viewers who demand as many games as possible in the ultra-sharp format, especially games with local interest.
• College basketball fans who want as many games as possible at the same time.
• Non-basketball fans who don't want their viewing schedules disrupted at all.
Starting with high-def, Channel 58 decided last week to offer Thursday's Marquette game, and Friday and Sunday University of Wisconsin-Madison games, in high-definition. But CBS doesn't promise to stick with a game if it's not exciting enough.
As CBS' high-def broadcast moved elsewhere, Channel 58 had to switch to the standard broadcast of the Marquette and UW-Madison games - and then switch back to high-def when the network went back.
"We have absolutely no idea when the network is going to go away," says Channel 58 general manager
Jim Hall. "And we don't know when they're coming back. As some viewers saw, they may come back for a second and go away again. It becomes a difficult coordination."
Then there's the broadcast of multiple games at the same time.
Channel 58 isn't technically able to broadcast a high-def game
and a standard-definition "multicast" of other games simultaneously. So when it decided at the last minute last week to answer the local demand for Wisconsin and Marquette in high-def, it had to drop the multicast of three games available to viewers who can pick up digital broadcast over the air or on Time Warner digital cable.
"We felt that when we showed a local team, the vast majority would be watching that," says Hall in explaining the decision to pick, say, the high-def feed of Marquette rather than a standard definition feed of Marquette and two other games.
For the record, Channel 58 will be in multicast mode for Thursday and Friday games but will offer high-definition games over the weekend.
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