As
networks are trying to fit more commercials into their airtimes, it appears
that some satellite broadcasters are coming up with new ways for viewers to
skip them altogether. A new feature called AutoHop,
included in Dish digital recorders, allows viewers to skip commercials on
recorded shows from the big four broadcast networks – ABC, NBC, CBS, and FOX. This
innovation turns the screen dark when the commercials arrive, and returns to
the show a few seconds later.
As a
result, several broadcasting networks have planned to take
Dish network to court, saying that the ad-skipping feature violates
copyright laws and threatens the financial system of the television industry. Companies
could decide to stop airing their commercials on networks, because they’re
afraid that viewers will just skip their ads using AutoHop. Since commercial broadcasters
make their revenue by airing television advertisements, networks stand to lose
substantial profits without companies to fund their shows.
Original
television began with commercial sponsorship and later transformed to paid
commercial time. In fact, the earliest soap operas, as name suggests, started
out by having laundry detergent companies act as sponsors and producers of the
shows, which were designed to reach daytime viewers and the homemaker target
market. Now that technology is making it easier for viewers to skip ads, how
much can networks rely on advertising as a source of income in the future? Networks
already incorporate spin-off games and toys, product placements and Internet
advertising as sources of income.
TV commercials
won’t disappear anytime soon, but AutoHop is a clear example of the industry’s
changes and challenges. Even I don’t love seeing lots of commercials or hearing
blatant plugs for soft drinks and Ford F-150’s. But the truth is that someone
has to pay for our entertainment. In the end, that’s you and me. How we’ll pay
for it is the unanswered question.
I can definitely understand where you are coming from, but because Auto Hop doesn't work on all channels, and only works the day after the shows have recorded on PrimeTime Anytime, I don't see where the networks would have problems with advertisement money. Most people watch the live feeds of those primetime shows, so people are still watching the commercials. My boss at Dish explained to me the whole concept behind Auto Hop too, and explained how the commercials are still there. Even if customers are using Auto Hop, they still have the option to go back and watch the commercials as they please. Dish has just put the power in our hands as customers, and I applaud them for that. It’ll be very interesting to see the end outcome of this ordeal, but for now I really enjoy using Auto Hop. I can actually get into my shows now without having to worry about finding my remote every few minutes to skip-forward through those commercial breaks.
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