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The ads are virtual, but for some NHL fans, the irritation is real

Nixon, Geoff
http://www.cbc.ca/news/business/nhl-digitally-enhanced-dasherboards-ads-fans-1.6617114

Publisher:  CBC News
Date Written:  15/10/2022
Year Published:  2022  
Resource Type:  Article

The NHL is making use of a new type of high-tech ad in its hockey broadcasts this season, where ads are presented virtually on the boards around the ice. Some fans have not welcomed the digitally enhanced dasherboards, which are visible to viewers at home but not to those in an arena.

Abstract: 

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Extract

Hockey fans have taken notice of the high-tech virtual ads being displayed league-wide on arena boards during NHL broadcasts this season.

The National Hockey League told CBC News that it's "pleased with the integration" of the new digitally enhanced dasherboards (DEDs), despite dealing with "a couple of technical glitches" along the way.

But the league may not be drawing the kind of attention it's seeking from DEDs — if some of the hot takes on social media are any indication.

In short, not everyone is impressed with what they have seen on their screens.

"Once you notice it, it's really hard to un-notice," said Darcy Warrington, a Saskatoon hockey-watcher who has found the appearance of the new ads jarring.

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