As you may have noticed recently, Sky Sports have followed the lead of other broadcasters in conducting mid-match interviews.
I picked up on this during a recent Sky Bet League One game that was being televised.
What can possibly be garnered during a 30-second chat to the manager, especially when his thoughts are quite clearly on the job in hand?
It’s a distraction for the manager and awkward viewing for people much more interested in the match that is unfolding.
Today’s world is so fast-paced that many fail to keep up with goings-on, such is the instantaneous need for updates and news.
On one hand social media and constant analysis and exposure shows how far society has come.
The fact that up-to-date information is available at the touch of a button from almost anywhere in the world is a thing to be thankful for.
However, there can be too much of a good thing.
Interviewing managers mid-match is just another angle that Sky and its rivals have chosen to try and give the viewers more, but would anyone notice if it was dropped?
I’ve seen it before but almost always during cup matches.
It is not a necessary addition to the broadcast.
Can you imagine the same thing happening in the Premier League?
In fact I can.
And it will probably occur over the next few years as the biggest television deal in football history comes into effect.
The new deal, which kicks in from the 2016-17 campaign, will see each top flight game effectively worth £10.2m.
I pity the journalist that is asked to approach some of the more sharp-tongued managers for a ‘quick word’ on the touchline when their side is being panned.
Especially when the stakes are the highest they have ever been.
Sky Sports have been covering live football for over 25 years and are extremely good at giving insight, analysis and depth of meaning to its output.
Speaking to Phil Brown midway through the second half of Southend versus Sheffield United is a fad that hopefully is short-lived - if only for the sanity of TV viewers.
What do you think? Email firstname.lastname@example.org with your views