Print 28 comment(s) - last by johnsmith9875.. on May 29 at 10:33 AM

Dish Network is heading to court with several major broadcasters, with a focus on skipping ads

Fox, NBC and CBS are taking Dish Network to court because of a new feature that allows subscribers to skip over commercials in recorded content.

Dish is currently the No. 2 satellite TV provider with 14 million subscribers, and also filed suit to make ad-skipping acceptable with an official judgment.

If the current dispute isn’t handled immediately, there is a chance that it could cause distributors to pull their content from Dish.

The company’s “AutoHop” feature is unique because subscribers are able to skip all of the commercials, instead of fast-forwarding and jumping in small segments. AutoHop isn’t available to all 14M subscribers, and can only be used to skip commercials for prime-time broadcast TV episodes.

“Viewers have been skipping commercials since the advent of the remote control," said David Shull, Dish Senior VP of programming, in a statement. “We are giving them a feature they want and that gives them more control."

As more TV viewers watch TV episodes and movies on-demand on their DVRs, advertisers and TV broadcasters are looking to better monetize their content. The TV ad industry nears $20 billion per year, but advertisers are increasingly worried about DVR viewers -- a continually growing number -- simply skipping ads of recorded programs.

Fox and several other major broadcasts prohibit users from fast forwarding through on-demand content, so they have to wait for the ads to finish. In its licensing agreement with Dish, for example, Fox says the provider can retransmit prime-time content, though fast forwarding through commercials is prohibited.

Dish doesn’t believe AutoHop will make a long-term impact on whether or not commercials are viewed, but the big four broadcasters and Time Warner Cable strongly disagree.

After the service was first announced, Dish reportedly welcomed input from broadcasters, but there were immediate rumors of possible lawsuits. It should prove interesting to see which side wins the court debate, because it could have a major ripple effect hitting advertisers and subscribers.

Source: New York Times

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RE: dvr + fast forward = it already exists
By crimson117 on 5/25/2012 11:30:42 AM , Rating: 2
if everyone actually did this where would all the money come from to pay all those people?

They only pay primary actors $1,000,000+ per show because the advertisers pay so much for our eyeballs.

If advertisers paid less because peiople were skpping commercials, the actors would get paid less (just like actors on less popular shows draw lower salaries) and they could take the pay cut or walk.

If all advertising stopped, first of all you'd draw more viewers, and second of all there is still the revenue from paid TV like cable or satellite, where a good chunk of your bill gets forwarded by your provider to the networks already.

By Indianapolis on 5/29/2012 9:20:03 AM , Rating: 2
So if we start skipping commercials, they won't be able to afford to hire the same old tired over-paid actors to be in shows/movies over and over and over again? Sounds like a win to me. I would be delighted to never see Ben Affleck or Jennifer Aniston in another show ever again.

By johnsmith9875 on 5/29/2012 10:33:13 AM , Rating: 2
If they're paying actors $1,000,000 for a TV show, imagine what executives are getting paid!

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