This is only a preview of the February 2012 issue of Silicon Chip. You can view 24 of the 104 pages in the full issue, including the advertisments. For full access, purchase the issue for $10.00 or subscribe for access to the latest issues. Items relevant to "Crystal DAC: A High-Performance Upgrade":
Items relevant to "SemTest: A Discrete Semiconductor Test Set; Pt.1":
Items relevant to "Simple 1.2-20V 1.5A Switching Regulator":
Purchase a printed copy of this issue for $10.00. |
SILICON
SILIC
CHIP
www.siliconchip.com.au
Publisher & Editor-in-Chief
Leo Simpson, B.Bus., FAICD
Production Manager
Greg Swain, B.Sc. (Hons.)
Technical Editor
John Clarke, B.E.(Elec.)
Technical Staff
Ross Tester
Jim Rowe, B.A., B.Sc
Nicholas Vinen
Photography
Ross Tester
Reader Services
Ann Morris
Advertising Enquiries
Glyn Smith
Phone (02) 9939 3295
Mobile 0431 792 293
glyn<at>siliconchip.com.au
Regular Contributors
Brendan Akhurst
Rodney Champness, VK3UG
Kevin Poulter
Stan Swan
Dave Thompson
SILICON CHIP is published 12 times
a year by Silicon Chip Publications
Pty Ltd. ACN 003 205 490. ABN 49
003 205 490. All material is copyright ©. No part of this publication
may be reproduced without the written consent of the publisher.
Printing: Hannanprint, Noble Park,
Victoria.
Distribution: Network Distribution
Company.
Subscription rates: $97.50 per year
in Australia. For overseas rates, see
the order form in this issue.
Editorial office:
Unit 1, 234 Harbord Rd,
Brookvale, NSW 2100.
Postal address: PO Box 139,
Collaroy Beach, NSW 2097.
Phone (02) 9939 3295.
Fax (02) 9939 2648.
E-mail: silicon<at>siliconchip.com.au
ISSN 1030-2662
Recommended and maximum price only.
2 Silicon Chip
Publisher’s Letter
Loud television commercials will
continue to be annoying
Most people find TV advertising annoying. That annoyance may range from complete intolerance, to the
point where the sound must be muted every time an
advert comes on, to more occasional annoyance with
advertising which is extremely puerile, banal or just
offensive. I have to admit though, there are times when
an advert flashes up and I want to hear what it is about,
only to find that someone else in the room has a trigger
finger on the remote and has already muted it or flicked to another channel.
Now that is annoying!
However, a more common reason for wanting to mute the sound is that the
commercials are simply too loud and jarring. This happens all too often and is
not confined to the commercial channels; SBS and ABC can be equally guilty.
Now all those aggrieved viewers will be interested to know that the problem
is not confined to Australia but is worldwide. Apparently, the pressures of
commerce universally cause advertisers or TV networks to try and force their
messages upon the viewers. So a recent press release from the American Federal
Communications Commission (FCC) may come as refreshing news.
Responding to years of complaints that the volume on commercials was
much louder than that of the sponsored TV programs, the FCC has passed the
Commercial Advertisement Loudness Mitigation Act. What a mouthful! This
is intended to make sure that the sound levels are the same for commercials,
news and entertainment programming. The FCC said that cable and satellite
TV companies, as well as local broadcasters, will have to make sure that the
volume on commercials is kept in check. The rules will come into effect in
December 2012.
Would such legislation work in Australia? I am thinking, “Probably not.”
While advertising is annoying I don’t think I would be keen to see the Federal
Government legislate to this effect. The appropriate regulating body would
no doubt be the ACMA (Australian Communications & Media Authority) and
they already have evidently too much to do so they are not likely to enforce a
new set of regulations. Besides, why do we need possibly hundreds of pages
of government bureacratese pontificating about a problem that most viewers
have pretty much solved? They simply kill the channel with the remote – often
with malice aforethought.
In fact, when TV broadcasters wind up the wick on commercials they are
doing themselves no good at all and are giving viewers more reasons to go
elsewhere for their entertainment. Most people I know are watching less and
less TV as the years go by.
The stupid part about this is that the advertising agencies and their clients
must already know that loud commercials are annoying – or at least those for
competing products are! So why compound the problem when pushing their
own products? I could argue also that most commercials are repeated so often
that they inevitably all become annoying and irrelevant anyway, no matter
what the message. And the more annoying they are, the more counter-effective
they become.
So next time you are particularly annoyed by the loudness of a TV commercial, don’t think that perhaps there “oughta be a law!” We all should realise
that when government legislates against some practice, it rarely has the positive
outcome that was intended and often has many unintended consequences.
I think the quiet and unspoken revolt is far more effective. If the station keeps
broadcasting loud commercials, turn the TV off. Then go read a book or magazine.
Leo Simpson
siliconchip.com.au
|