The Who Whore Out

I'm highlighting a few choice quotes from the press release regarding the upcoming VH1 Honors The Who thing. This brings together two things I love - Corporate bullshit and the music of The Who. Strange, but I find this stuff to be very funny. The full article can be found here:
http://www.multichannel.com/article/CA6578029.html

Highlights are below:
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You've heard of picture in picture. VH1's upcoming salute to British rock stalwarts The Who will be introducing a commercial-in-arena concept.
...commercials will play on the on-stage video screen during the show's seven national ad breaks...

What viewers will see at home on July 17 at 9 p.m., when a taped version of the concert event airs on VH1, VH1 Classic and MHD, are the spots from the video screen, framed by scenes from the venue, including stage set-ups, backstage footage and between-set audience activity.

“The best way to describe it is viewers are going to see the commercials as if they were in Pauley Pavilion,” VH1 president and general manager Tom Calderone said. “Our cameras are going to zero in on the big screen in the venue, with the commercials running and all the other activities going on. It's going to be 'spot in spot.' ”

“The über message is to make the integrated initiatives natural,” Calderone said. “Our ad-sales team has done a good job of making them seamless, as not to hit the viewer over the head with them.”

The network's online arm will also show select performances from the concert leading up to and following the on-air premiere at Rock.VH1.com, including Who numbers that won't be on the telecast.

“You’re not going to see a big finale with everyone on stage,” said Calderon. ”The Who is taking this very seriously and want to play many songs, even though they know all of them won’t be on the telecast.”

VH1 has also tapped Wal-Mart Checkout Network in 24 markets and the Arena Media Networks — Diamond Vision modules, as well as screens in restrooms — at five MLB ballparks...
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My love of the product has shrunk considerably over the last few years, but I admit that I find the hype to be intriguing right now. There will be a tour later this year and I will be interested to see just how they go about marketing their rather tired product.