ABC Wants DVR Fast Forwarding Disabled

Posted by ryuzaki0 on Friday July 7, 2006 @04:02AM from the learn-to-spell-bad-idea dept.

Anonymous CE Worker writes "The television network ABC is looking to develop technology that would disable the fast-forward button on DVRs, and allow commercials to run as intended on their channel." From the article: "Some research executives — even at networks with sales departments that acted differently — had argued before the upfront that ads viewed in fast-forward mode generated value for advertisers, since consumers were at least partly exposed to their messages. But Shaw said ABC was only interested in finding a way to receive compensation for un-skipped ads."

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Come on ... by Henk+Postma · 2006-07-07 09:57 · Score: 0, Redundant

Wrong, wrong, wrong, wrong wrong! Mr. Shaw! What a tool you've turned out to be. People are not grateful for the timeshifting of their shows... they're grateful for being in control of their watching preferences.
Come on now, knowing he is president of advertising sales at ABC, you don't actually expect him to say "why yes, the fast forward button is very useful and our viewers are gonna be pissed", do you?