Have broadcast innovations gone too far?

You wouldn’t be blamed if you asked exactly that question while watching Fox NFL Sunday ahead of the weekend’s NFL slate. After an interview in which Fox’s lead NFL analyst Tom Brady met with Kansas City Chiefs quarterback Patrick Mahomes, Brady joined Fox NFL Sunday Occupation with unusual means.

Instead of simply stopping by for a brief debriefing from Levi’s Stadium, where he will call the San Francisco 49ers and Chiefs on Sunday afternoon, Brady instead appeared via hologram at the Fox studio along with Curt Menefee, Terry Bradshaw, Howie Long, Michael Strahan and Jimmy Johnson .

“Through the magic of television,” Tom Brady was in the studio to talk about the Chiefs’ game against the 49ers on Sunday.pic.twitter.com/C1uVWNwxFN

– Awful Announcement (@awfulanncreasing) October 20, 2024

“We are in Los Angeles. Tom Brady is in Santa Clara getting ready to decide this game. But through the magic of television, he’s there,” Menefee said, snapping his fingers and pointing to where the hologram Brady appeared.

Then began a nearly five-minute segment with the hologram Brady discussing his interview with Mahomes earlier in the week. The experience was a new one for Brady, who sat in the interviewer’s chair for the first time in his career.

Thanks to Fox, the hologram part with Brady went without any technical problems. It was almost scary how realistic it looked.

And he disappeared as quickly as he arrived. pic.twitter.com/ISIrYSiK6i

– Awful Announcement (@awfulanncreasing) October 20, 2024

The question is, why?

It’s certainly cool technology to be able to seamlessly blend Brady into the studio and have him converse with the show’s cast in real time. But did it add anything to the show? That’s hard to say.

There may be use cases for this technology that could provide the viewer with an even more immersive experience. Currently? It seems like a gimmick. Although you couldn’t blame Fox for trying. They’ve obviously spent time refining this technology.

It will be interesting to see exactly how hologram technology is used in the future and whether other networks will follow Fox’s lead and develop their own hologram capabilities. It’s a great sign that networks are continuing to push the boundaries of broadcast innovation instead of remaining stagnant. But of course not every innovation will be a hit.

The decision about holograms is still not settled.

(Photo credit: Fox)