ABC Wants to Kill our DVR Fast-forward Buttons
Filed in archive Household Entertainment by Shane McGlaun on July 8, 2006
Now this is an idea that took some nerve
to broach. ABC is said to be looking into technology that would disable the fast-forward buttons on DVRs so viewers can't skip the commercials. I wouldn't doubt in the least that this could be pulled off. You only have to look to big cable providers like Cox Communications to see this is certainly doable. They already cut off the RJ45 ports and USB ports on their DVR boxes, killing the fast-forward button is a logical next step to boost ad revenues.
They would like us to think that consumers don't use DVR for ad skipping, but for viewing on our own schedules. That may be true for some viewers, but if I want to skip commercials I should be able to. Maybe the quicker route would be to just not ship remotes with DVRs, lets face it 99% of the guys out there aren't going to get up to skip the commercial, it's a fact of life.
Via Mediapost
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