Televised Curling -- a question of orientation

I was watching the Brier on a wide screen HDTV. As I watched, I wondered if I might enjoy it more if the telecast showed the ice from side-to-side instead of from top-to-bottom as is the current practice. Of course if they did, they'd have to change the orientation of the ads on the ice, but I think I might like being able to see more of the ice from the overhead cameras as the shots come into the rings. Doesn't matter, though. It won't happen for at least 5 years.