ABC Looks To DVR, Commercial Ratings Issues

ABC has held discussions on the use of technology that would disable the fast-forward button on DVRs, according to ABC President of Advertising Sales Mike Shaw, with the primary goal to allow TV commercials to run as intended.

"I would love it if the MSOs, during the deployment of the new DVRs they're putting out there, would disable the fast-forward [button]," Shaw said.

Since the article appears in a trade publication, it doesn't define what an MSO is. Regardless, I'm opposed to the disabling of the fast-forward button. And if you're going to disable it, why not just remove it? I think it would be more irritating for the button to be there, teasing you with its impotence, than to just not exist at all.

Shaw ... threw cold water on the idea that neutering the fast-forward option would result in a consumer backlash. He suggested that consumers prefer DVRs for their ability to facilitate on-demand viewing and not ad-zapping--and consumers might warm to the idea that anytime viewing brings with it a tradeoff in the form of unavoidable commercial viewing.

A change in temperature from absolute zero to minus-50 degrees could technically be considered warming, but no human being would consider it warm.