TV broadcasters have long struggled with how to deal with DVRs and how they allow users to skip over commercials. Perhaps the favored approach has been to come up with technological responses to try and prevent people from fast-forwarding
; fewer companies have figured out that advertising is content
, and needs to be treated as such. Viewers need to be given a reason to watch ads, whether it's simply entertainment or because the content offers some other value. Another idea that's being tested:
not stopping the show during ad breaks
. On one show on CNN, when the ads start, the studio cameras keep rolling, showing "behind-the-scenes" footage in a small box in the corner. The belief is that if there's still some bit of "program content" going, it will be enough to keep people from flipping channels or skipping ahead, even if it is just paper shuffling and makeup being touched up. It's an interesting proposition, but once viewers realize they're not missing anything of value, won't they switch away or fast-forward? And if the program content actually is valuable, won't people just not pay attention to the ads? The problem here seems to be that this is just an effort to recreate a captive audience
. But without offering anything of value to the viewer -- whether it's the ads themselves or this "program content" -- they're not going to stick around and suck up the ads.