BERLIN–Three days into IFA, I’ve spent a disturbing amount of time at this tech trade show standing around and looking at my phone. The distractions of social media explain some of that, but I can blame more of it on the “hands-on area.”
That’s the space next to a gadget product-launch event, kept roped off until the end of the press conference or the keynote, in which the assembled tech journalists get to inspect the new hardware up close.
I enjoy the chance to pick up a just-announced gadget, see how it works, play with its apps and settings to see if any surprises emerge, and grab a few quick photos that are hopefully unblemished by glare, fingerprints or dust.
But increasingly, this requires waiting as each scribe ahead of me whips out a camera or phone not to take their own pictures, but to shoot or even livestream a video recapping the highlights of the product. Often these are not two-minute clips but four- or five-minute segments, but that’s not obvious at the start–and professional courtesy mandates that you give the other journalist a chance to finish his or her job.
Many of these video shoots are also one-person productions, which leaves me looking on in some frustration at bloggers who are literally talking into one phone about another. If only one of them would burst into song or something to liven up the scene!
Instead, an overseas show like IFA or Mobile World Congress provides the pleasure of hearing people run through the same basic script in a dozen different languages. Eventually, this may teach me how to say “the phone feels good in the hand” in German, Italian, Polish, Spanish, Hebrew and Japanese… if the news industry’s lemming-like pivot to video doesn’t first force me to start shooting these clips myself.