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Disney Says, You WILL Watch the Ads

Posted by kdawson on from the step-away-from-the-remote dept.

smooth wombat writes "ABC and ESPN, both owned by Disney, have struck a deal with cable operator Cox Communications to offer hit shows and football games on demand, but with the condition that Cox disable the fast-forward feature that allows viewers to skip ads. This is the first agreement of its kind. It only applies to Cox's video-on-demand service and will not affect viewers using DVRs to fast-forward through ads. The companies will also test technology that will place ads in shows based on ZIP Codes and geographic area, and 'freshen' the ads with new ones every few days."

2 of 456 comments (clear)

  1. I hope they're careful by cfulmer · · Score: 4, Interesting

    Every rewind backwards by 10 minutes so you could compare what you just watched with what happened earlier? If they disable fast-forward, you'll have to watch those 10 minutes over again.

    I wonder if it will be possible to reinstate the fast-forward button by running the on-demand movie through a DVR.

  2. Re:Well, then by russ1337 · · Score: 5, Interesting

    If you continue to insist on stealing our content, and engaging in piracy, we're left with no choice but to replace your computer with a DRM-enabled appliance. Please, let us know if our customer service department can be of further assistance ;-)
    Funny you say that. It was this very morning one of my colleagues called me a Pirate (Aarrr) just because I use Open Source software.

    I said "so to not be a pirate I have to use Windows?" His answer: "Yep, If you use free software you must be pirating something."