It looks like cable companies are beginning to recognize that the existing TV commercial format is dying out and are hoping to move to much more personalized TV ads. Of course, what's likely to happen is that the first attempt at this is going to go badly -- just like the first attempts at personalized web ads. They won't be particularly relevant. They'll just be annoying. However, one part of the article suggests that the cable companies really are recognizing that ads are content, and if done well, people will search them out. They're hoping to eventually offer video on demand for commercials -- knowing that the best and most entertaining commercials will get people to seek them out, rather than fast forward through them. This is a very different way of thinking, and it's nice to see that at least a few in the industry are recognizing the shift.
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