This is one of the most rediculous things that I have heard yet, but that doesn’t mean that it isn’t possible.
ABC HAS HELD DISCUSSIONS ON the use of technology that would disable the fast-forward button on DVRs, according to ABC President of Advertising Sales Mike Shaw, with the primary goal to allow TV commercials to run as intended.
“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. […]
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.” [mediapost]
Even if there is a large enough push from the TV industry to start shipping DVRs with fast-forward disabled, there will be a hack for it. However, it’s the last statement that gets me. This is another example of industry forcing new technology to work for itself rather than finding alternative ways to adapt to an ever changing medium.
You think HDTV is something we are doing for the good of humanity? There’s a reason that plasmas and LCDs cost so much. It’s all about profit. Now that TV execs aren’t getting the results the networks need, they want to do what they can to control it. Instead of spending the money to fight it, they should spend time finding new ways to generate revenue. They’ll just keep losing ground heading this direction.
Why not try to undercut DVRs and beef up On Demand viewing schemes? Have the entire season of a show available for viewing, after say 2 minutes of commercials at the head, presumably as each episode loads. It offers the TiVo aspect of DVRs (watch whenever you want without commercial breaks) but allows viewers to pick up new shows mid-season-something you can’t do on DVR. They’ll be able to get ad revenue despite the digital age and will be pushing the eventual DVD release of the TV show.
I’m sure there are problems with this idea but at least it’s an idea. Old media is desperate to hold on to their dwindling revenues instead of leveraging their advantages-infrastructure, content and loyalty-to expand into and profit from the new markets.