ABC is looking for a way to disable fast forward on your DVR.
“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.”
Sounds like a good opportunity for cable companies to charge for a fast-forward feature.
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Two words: Product Placement
It’s the wave of the future. Aren’t we all looking forward to our favorite characters pimping the lastest soft drink, designer label, or detergent?