Now, in the case of playback, you are in the presence of the artistic process. An artist always says: How could I get that effect? I must go back and replay it. So what has happened to football since the replay is that the public now demands that the game be changed so that they an see the process by which the effects are attained. The games are even halted until the replays are completed on TV. It isn’t just halted for the ads, but for the replays.