This Bit of Tedium Brought to You By...

Major League Baseball's decision to start using video replays to review some disputed umpire calls is more than the grand old game acknowledging the 21st century. It can also be a canny revenue generator for its broadcast partners.

Baseball has already learned to make an asset of what may at first appear to be a liability. The dead time during pitching changes, for example, has been turned into a sponsorship opportunity: "This call to the bullpen is brought to you by [insert wireless provider name here]."

The same with game highlights ("Tonight's defensive play of the game is brought to you by Allstate. Are you in good hands?") as well as out of town scores, the recap of the game you're already watching, and any number of other routine parts of a broadcast.

What are broadcasters to do when an umpire halts play and dashes off the field to to take a second look at that long fly ball that may or may not have brushed the foul pole on its way out of the park? Sell, sell, sell!

One can already hear some of the pitches:

"This second look is brought to you by Second Life! Create your own reality online. Get a life. Second Life."

"Did he 'go yard' or not? Either way, Scott's Turf Builder can perk up your lawn!"

"Tough call, tough truck. Ford's F-150."

Or: "Another tedious delay in a three-hour broadcast. It's Miller time."

by Mark Stein