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  (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



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Smooth move ex-lax!
By dbeers on 6/22/2012 10:47:51 AM , Rating: 3
Hmmm...customers are leaving cable in droves, and you're now patenting a way to piss off the few loyal people you have left in favor of advertisers instead of the people that are paying the bills every month?? That sounds like a great business model. I could see if you gave away DVR service with this feature for free, and offer skipping as a premium, but they charge you extra for DVRs and every cable box in the house every month. Wake up and smell inevitability - TV's days are numbered and brilliant moves like this will just hasten it's demise.




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