backtop


Print 43 comment(s) - last by superstition.. on Jun 25 at 8:50 AM


  (Source: venturebeat.files.wordpress.com)
The new patent aims to disable the fast-forward function as well as the "Look Back" and "Start Over" features in programs that are saved on the physical DVR

Time Warner Cable (TWC) patented a technique for digital video recorders (DVRs) that may prevent viewers from skipping commercials.

The new patent aims to disable the fast-forward function as well as the "Look Back" and "Start Over" features in programs that are saved on the physical DVR. This would apply to network-based DVR and physical DVRs in subscriber homes.

"Look Back" allows TWC subscribers to access a program within three days of the premiere date if they forgot to record it, and "Start Over" allows the user to restart a show already in progress.

The reason for the new patent? Advertising. TWC worries that advertisers won't pony up the dough for advertisements if subscribers are just skipping them to get to their movie or TV show anyway.

"The ability to prevent trick mode functionality may be important for a number of reasons. Advertisers may not be willing to pay as much to place advertisements if they know that users may fast forward through the advertisement and thus not receive the desired sales message," said TWC in the patent. "Content providers may not be willing to grant rights in their content, or may want to charge more, if trick modes are permitted."

The patent may be difficult to uphold with DVRs that aren't controlled by the operator, but the multiple system operator (MSO) can stop subscribers from skipping commercials in cable shows they record using other devices.

TWC might have some issues with this new patent because subscribers will likely just go to other services like Verizon and DirecTV for DVRs that allow them to skip commercials.

Just last month, it was reported that Fox, CBS and NBC were taking Dish Network to court over a new feature that allows subscribers to skip advertisements. Dish ended up filing a suit to make ad-skipping acceptable with an official judgement.

The topic has raised much debate, where advertisers and TV broadcasters are looking for better methods of monetizing their content as more subscribers use DVRs.

Source: Fiercecable



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: Time Warner sucks
By morphologia on 6/22/2012 9:39:50 AM , Rating: 2
The problem is, the people who will actually take action is minimal compared to the number of mouth-breathing man-cattle who will simply accept these tyrannical tactics like they do everything else that's wrong with the world...by blaming someone at random, adjusting their position on the couch a bit, and blithely changing channels.


"Young lady, in this house we obey the laws of thermodynamics!" -- Homer Simpson

Related Articles













botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki