TV’s world cup, but real growth for online too


TV owned the 2010 FIFA World Cup. There, I said it. While the Internet increasingly owns breaking news and the various South African news portals came up with numerous strategies for making their world cup content as engaging as possible, it could not even attempt to mimic the vibe of families, friends, even communities, gathering together in the real world in front of TV screens to follow the main matches.

The world cup is an extraordinary event despite the best efforts of FIFA and its armies of lawyers and accountants. It doesn’t signify the norm when it comes to major news events but it does offer some insight into the limitations online news organisations face when covering news events of this magnitude. Sometimes computer screens and consumer needs just don’t match up.

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