Live 8: Coverage Review...

U2 played. Coldplay performed. Pink Floyd was reunited. But you'd never know it. The simultaneous coverage aired on MTV and VH1 from 12-8pm was, in a word, pitiful.

I am, as hard as it is to admit, old enough to remember the 1st Live-Aid. In 9185, Geldof's noble efforts were given the exposure they deserved. A full 24 hrs. of coverage, with very little input by the popular VJs of the time. What filled the gaps in-between sets were informative documentaries and telethon pledges. I could be wrong, but I believe Live-Aid was entirely commercial free--all 24 hrs. What a tremendous event. What an amazing feat.

Not so this time around. Coverage began state side at 12pm. By then, the London performances were already several hours under way. U2 opened w/Paul McCartney as special guest, Coldplay came next and a full range of major acts followed. By the time Philly coverage began, things in London were in full swing, as well as in France, Berlin and some 10 other countries around the globe. But you wouldn't know it. Every 10 minutes or so, a commercial break was deemed necessary, making for sporadic coverage and recorded highlights. I find it hard to believe that if pressed major sponsors wouldn't have settled for banner ads or icons on screen during the coverage, rather than full-length commercials. The stink of corporate high jinks was pungent. And when the adverts weren't on, the chatty, obnoxious and clearly uninformed VJs were breaking into performances to tell us about something we didn't need to know (this one guy traveled from Jersey to Philly, this one girl waited in line 12 hours, the weather's really holding up...). It was a frickin' mess.

What probably pissed me off the most about the so-called live coverage, was that while the VJs were talking over the live acts taking place behind them -- they'd cut to performances that were recorded minutes earlier, instead of showing live footage. MTV and VH1 forgot that "LIVE" was the whole point of this broadcast, solidifying the message that the world came together at a single moment for a single purpose. To have the performers, who chose poignant set lists and whose unheard speeches were meant to be seen by as many people as possible. But, MTV and VH1 completely missed the boat. Opportunity lost. The potential of which was immeasurable.

Were Geldof's efforts made in vain? No. But MTV and VH1 owe him, and the world, an apology.

--Joan