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Fox has adopted a new split-screen approach to ads during the World Cup’s mandatory hydration breaks, after a stir among viewers over how it had been handling the pauses.

At the start of the tournament, the network aired full-screen ads during the three-minute breaks, cutting away from the field during the opening match between Mexico and South Africa. Soccer fans complained that they were missing on-field action, and the backlash mounted.

By the Mexico-South Korea match last week, Fox had changed course, running split-screen advertisements for the first time: two side-by-side panels, one keeping the camera on the stadium while the other played a commercial. The approach hasn’t been consistent, though. For Friday’s U.S.-Australia match, the network reverted to full-screen ads.

Fox declined to comment on the changes.

Viewers were quick to notice the split-screen format and weigh in on social media. “At least FOX stopped doing the stupid full screen breaks,” one user wrote on X. “I can live with split screen.”

The World Cup has posted substantial ratings gains for Fox.

Throughout the first 16 telecasts of the tournament, the network is averaging more than 6 million viewers from Fox and Fox Sports 1, up 128% from 2022’s World Cup in Qatar. The broadcast of the U.S. team’s first game this month was the most-watched FIFA Men’s World Cup telecast in English in U.S. history, with more than 18 million views, according to the network.

The hydration break itself is new to the World Cup. FIFA announced it in December as a way to protect players’ health in the summer heat. In every match, the referee is to call for a break around the 22-minute mark of both halves, regardless of the weather.

In addition to helping the players, these extra minutes created a new advertising window. Networks are allowed to leave the on-field action 20 seconds after the referee signals the hydration break and return 30 seconds before play resumes, allowing for ads of up to two minutes and 10 seconds in total. They can air any full-screen ad they’d like, or run a split-screen ad — though a split-screen has to feature a FIFA partner, such as Coca-Cola or Adidas.

Ads during the tournament’s earlier games reportedly cost around $200,000 for a 30-second slot. The price jumps to $750,000 when the U.S. is playing, according to the Wall Street Journal.

When any rules change in televised sports, the most dedicated fans are going to get upset, said Patrick Rishe, the director of the sports business program at Washington University in St. Louis. Despite all the online uproar, he said that the hydration breaks are overall beneficial, as they allow networks an extra opportunity to recoup revenue and brands to get additional exposure.

“This is commercially fantastic for FIFA and the networks. It’s tactically helpful for the teams, and I do think it’s helpful for growing interest in the sport,” Rishe said. “It makes it easier for the casual fans to stay engaged.”

The Delhi High Court grants bail to Kashmiri rights activist Khurram Parvez, jailed in India for nearly five years.

New Delhi, India — A prominent Kashmiri human rights activist who has been imprisoned for nearly five years has won a partial legal victory after being granted bail in a “terror funding” case, but remains in jail over a second case.

The Delhi High Court granted Khurram Parvez, 49, bail in a November 2021 case on Wednesday, according to legal website LiveLaw. However, he will remain in jail in a separate case from March 2023.

Parvez was first arrested about five years ago by India’s main counterterrorism law enforcement bureau, the National Investigation Agency (NIA), over accusations of “terror funding”, recruitment of rebels in Indian-administered Kashmir and mobilising protesters during a civilian uprising. The second case is also related to alleged “terror funding”.

International rights groups have widely condemned Parvez’s arrest and continued imprisonment.

His lawyer, Swati Khanna, said she hoped Parvez could be freed from jail soon if there was a “positive result” in the second case.

“We are hoping, in a month or two, he could be out,” she told reporters.

The trial has not begun in either of the cases – an issue highlighted by international rights organisations, which say the process becomes the punishment for political prisoners in India who have to wait years behind bars before even facing trial.

The conviction rate in the counterterror law, the Unlawful Activities Prevention Act (UAPA), remains low at 5 percent nationally. It dips further, to less than 1 percent, when it comes to Indian-administered Kashmir.

Prime Minister Narendra Modi’s Hindu nationalist government has been criticised for persecuting dissent and criminalising expression in Kashmir, the country’s only Muslim-majority region.

“Khurram’s arrest proved to be the last nail in the coffin of any meaningful rights activism in Kashmir, one of the world’s most militarised zones,” said a political analyst based in Srinagar, Kashmir, who requested anonymity fearing repercussions from the authorities.

“This bail comes in a completely shallow, and nearly fictitious, trumped-up case after years in jail, and Khurram would still not walk free.”

Kashmir remains disputed between India, Pakistan, and China, which control parts of the region. Pakistan controls the northern and western portions – Azad Kashmir; and Gilgit and Baltistan. India controls the southern and southeastern parts – the Kashmir valley, including its biggest city, Srinagar; Jammu; and Ladakh. China controls the Aksai Chin area in the northeast.

The two neighbours have fought three major wars over Kashmir since the end of British colonial rule and their partition in 1947 led to the creation of Muslim-majority Pakistan and Hindu-majority India. Both countries continue to assert claims to the entire region of Kashmir.