The NHL is “considering changes to its digitally enhanced dasherboards" after "fan criticisms during their debut season,” according to Greg Wyshynski of ESPN.com. The digital ads faced criticism for "everything from technical glitches to disruptive artificiality to the way some moving advertisements detracted from ongoing play.” While the NHL is “contemplating some of those critiques,” the league “believes most viewers have grown comfortable with the digital ad boards.” NHL Chief Business Officer Keith Wachtel said it was “certainly the vocal minority," as there are "plenty of folks that think it's a much better viewing experience to watch the game.” Wachtel confirmed that the NHL made "two changes to the technology" during the 2022-23 season: “tweaking the brightness of the ads and applying some motion-blurring to them so they would better blend in during play.” Wyshynski noted there are "innovations planned for the 2023-24 season." On national broadcasts, the DEDs will be "emblazoned with a graphic that promotes the teams you're about to watch.” Coming out of breaks, the boards will be "used for more targeted promotion of upcoming games coupled with an announcer voiceover.” They also will “come to life when the game goes to overtime or a shootout.” In the near future, the boards will "light up at the end of the game in celebration of the winning team.” The NHL also expects to "eventually use the boards to convey real-time statistical information” (ESPN.com, 9/13).
