In a digital age dominated by on-demand streaming, algorithmic recommendations and short-form video, the ability of live television to make large numbers of people experience the same moment has become both underestimated and increasingly rare.

　　This is what makes a live World Cup broadcast so valuable. Technically, it resists personalization. Everyone has to watch the same event unfold at the same pace, holding their breath together before an unpredictable next second arrives.

　　So why do people leave their homes and cram into bars instead of simply watching the match alone?

　　In Communication as Culture, American communication theorist James Carey led us to think about communication in a ritual sense. From this perspective, communication is not simply about transmitting information. It is also a way of maintaining society over time, and its central idea is sharing.

　　Seen in this light, people do not watch the same live broadcast only because they want information about what is happening on the pitch. They are also taking part in a shared ritual. By focusing their attention on the same event and going through the same emotional highs and lows, they confirm that they belong to a larger social community.

　　At home, you can still watch the match, drink beer and shout at the screen. But you cannot high-five a room full of strangers or share their reactions in the same physical space.

　　That is the irreplaceable value created when live television meets the social space of a bar. A screen becomes a device that gathers people together. Watching a football match becomes participation in an offline collective ritual.

　　Making "being together" a sustainable source of value

　　The combination of football, beer and live television during the World Cup is not only a social and cultural phenomenon, but also an economic one.