Removed

ABC is discussing the option of disabling the fast forward option on DVRs.

"I would love it if the MSOs, during the deployment of the new DVRs they're putting out there, would disable the fast-forward [button]," Shaw said.

While MSOs risk losing some of their DVR customers if fast-forwarding were blocked, Shaw said the cable operators--who are beefing up their own local ad sales operations--"are in the same business we're in." "They've got to sell ads too," he said. "So if everybody's skipping everybody's ads, that's not a long-term business model for them either."

ABC's stance is understandable. If advertisers think people aren't watching commercials, they will want their rates adjusted accordingly. Hasn't this problem been around for over 10 years? Since VCRs started hitting the market? I always use the fast forward myself and have been doing just that for as long as I've had a recorder.

BTW TFM doesn't own a DVR. I just got DSL, so I'm just entering the 21st century.

Shaw also threw cold water on the idea that neutering the fast-forward option would result in a consumer backlash. He suggested that consumers prefer DVRs for their ability to facilitate on-demand viewing and not ad-zapping–and consumers might warm to the idea that anytime viewing brings with it a tradeoff in the form of unavoidable commercial viewing.

“I’m not so sure that the whole issue really is one of commercial avoidance,” Shaw said. “It really is a matter of convenience–so you don’t miss your favorite show. And quite frankly, we’re just training a new generation of viewers to skip commercials because they can. I’m not sure that the driving reason to get a DVR in the first place is just to skip commercials. I don’t fundamentally believe that. People can understand in order to have convenience and on-demand (options), that you can’t skip commercials.”

Doug at Below the Beltway is right. Who is Mr. Shaw kidding? What person wants to watch commercials if they don't have to? Some channels run commercials and promos over and over again. Like The Golf Channel or Lifetime, after two or three viewings you want to throw something at the television. I really think Shaw knows little of how the average person sees television advertisements.

So go ahead ABC. Maybe VCRs will become popular again, and see what that does to you. That is as likely as the return of 8-tracks, but my guess is people and technology will adjust.

Open Post- Basil's Blog, Point Five,
Cross posted to Bullwinkle Blog