ABC hates fast-forward

If you needed more proof that the big 3 networks don't understand the future, check out these comments by a top ABC exec. He wants DVR companies (Tivo, etc.) to disable or remove the fast-forward key on remotes, so that viewers can not skip commercials.

"I'm not so sure that the whole issue really is one of commercial avoidance," Shaw said. "It really is a matter of convenience--so you don't miss your favorite show. And quite frankly, we're just training a new generation of viewers to skip commercials because they can. I'm not sure that the driving reason to get a DVR in the first place is just to skip commercials. I don't fundamentally believe that. People can understand in order to have convenience and on-demand (options), that you can't skip commercials."

Let me say it right here. One of the big reasons I use EyeTV's DVR is is skip commercials. They interrupt the flow of the story and robs me of time. But ABC is still stuck in the old way of doing things.

How long until TV Execs recognize the true wave of the future - product placement within shows. Product placement can't be skipped through, and could be creatively worked into plots to really influence consumers. But, of course, that would require a change to the way things are done... which is not what the current administration wants.