It doesn't happen often, but I've often pondered this weird dilemma that happens only once in a long while on TV: how do you cover an important story on your channel when you can't show a frame of video of it and no one is watching you for coverage in the first place?

That came up again on the CTV and Global noon newscasts Friday, as Team Canada faced Finland in an Olympic match-up it seemed would never end. Both stations covered the game as best they could, mostly through local reaction from pubs and watch parties, even though under the rules of the IOC, they have no rights to the game and cannot show a frame of video or any highlights - not even the TV monitors the crowds were watching. 

This is the same issue many stations faced during the incredible Blue Jays World Series run. You have to report the story, because it's what most of the country is talking about. And that's where the real dilemma comes in. If you're interested in the game, chances are almost 100% you're watching it and not the news. And if by some impossible situation, you forgot it was on, you're reminding what few viewers you do have to switch the channel. 

And if you don't care about it, you're wasting the time of that audience, who might look elsewhere to escape the endless breathless reports about something they could care less about. 

In the case of CTV's noon news, they had an (IMHO) overly long segment with Beth Macdonnell at a local pub talking to half drunk fans watching a monitor she couldn't show you. Global also had to cover the story. Interesting to point out, neither led their shows with it, although it could very well be the top story at 6. 

In all the years I've spent in broadcasting, it's the kind of conundrum I have never really been able to figure out - do you mention the thing that's on opposite you, potentially causing what viewers you have to tune out, or save it until it's over? Either way, it seems you lose.

But at least Canada didn't.

What would you do in this situation?