While the story linked here is mostly about yet another overhyped prediction saying that TiVo-like DVR devices are "a threat to commercial advertising," there are two interesting points that seem obvious -- but haven't gotten much attention in these debates. The first is that, while everyone figures out how to fast forward through commercials, some people apparently forget until a bad commercial comes on. In other words, they're fine watching a commercial that seems interesting, amusing or relevant -- but when the bad commercials come on, they realize they are wasting their time. The second point is that users of DVR's, while fast forwarding through commercials do tend to be paying close attention to what's on the TV, looking for "heavily branded screenshots" that indicate it's time to stop fast-forwarding. While this idea has been taken and tweaked to lead to TiVo's popup ads during commercials, it does make you wonder if advertisers will start designing more TiVo-friendly commercials which would be heavily branded, even for people fast forwarding through. It might also mean that some TV shows could try a branded intro shot, with a statement along the lines of "Stop fast forwarding NOW!" which could also be sponsored by various brands -- though, that could annoy non-DVR using watchers.
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