ABC Still Excited About DVRs That Disable Fast Forward

from the bad,-bad-ideas dept

A few months ago, we wrote about how ABC was excitedly testing a new DVR technology that would prevent people from fast forwarding through commercials on their DVR. If this seems dumb and destined to fail, that's because it's dumb and destined to fail. You don't compete with things like a fully functional DVR that has features people want by creating a crappy DVR that doesn't have the features people want. That story got plenty of attention -- which should have made its way back to ABC. But, if it did, the company is ignoring it. As reader Joey writes in to let us know, at ABC's recent "upfronts" where it pitches its latest efforts to advertisers, it's still excitedly pushing the idea of the fast-forward-disabled DVR (in the update at 4:34). The NY Times reporter claimed it was "a fancy way to combat DVR use." Except, that it's not. It's a dumb way to combat DVR use because all it will do is anger a bunch of people and get them to go out and buy a DVR that doesn't do that sort of thing.

Filed Under: commercials, dvrs, fast forward
Companies: abc, disney


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  1. identicon
    inc, 19 May 2008 @ 11:31am

    Instead of trying to figure out way to fuck their consumers they should be figuring out ways to get more value to them. If people are fast forwarding through commercials it's because no one wants to watch them. Why not put them on at the end of the show let those that actually want to watch them do so. How about making it more interactive where if you watched an ad you answer some question with the DVR and get a prize or a free sample of that product. Even if everyone gets a free product you know that your ad hit it's mark.

    They should also do away with raising the volume on commercials and lowering it during the show. It's so annoying when a show goes to commercial and your ears start bleeding because the dude is screaming about some new medication we can't live without.

    (p.s. I patented that idea)

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