TWC Prevents DVR Commercial Skipping with New Patent
June 22, 2012 3:30 AM
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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
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.
This article is over a month old, voting and posting comments is disabled
6/25/2012 8:50:06 AM
"Besides, if fast forwarding through the ads is considered stealing, then why isn't leaving the room during ads the same thing?"
You may be surprised to learn that leaving the room is considered theft by some of the business/lawyer types involved. I remember reading a quote from one who said people shouldn't leave the room, that they're contractually obligated to watch ads.
Also, when someone said that backing up the software they buy is legal, I found a quote from an RIAA/MPAA IP flack who said "that's a nice way of saying 'steals one copy'". They want people to be forced to re-purchase if the media is damage, which is why game systems, which kids play, don't have optical media in protective casing (as well as movies/TV, although this is less egregious than games young kids handle).
"Let's face it, we're not changing the world. We're building a product that helps people buy more crap - and watch porn." -- Seagate CEO Bill Watkins
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