Like to Fast Forward Adverts? The Providers Are On To You!: [30th May 2012]

As a response to the technology which allows television watchers to automatically skip over ads, Comcast is working on new technology which will place another advertisement in the middle of the screen while the ads are fast-forwarded. A patent has been issued by Comcast for the device which will put an ad on the screen when recorded programs are forwarded. This ad will be partially transparent making it possible to see what is happening on screen. The ads will be targeted at the watcher based on their viewing habits and that advertisers would pay a premium for advertising in this way. It is possible that ads could be downloaded to the customers DVR without their knowledge before they start to watch their program. Comcast have said that the possibilities of the technology are endless and consumers could interact with the ads in a multitude of ways such as entering competitions or asking for more information on products.


A new system which allows Dish customers to automatically skip over advertisements on programs they have recorded is getting some networks hot under the collar. In fact NBC, CBS and Fox have moved to sue Dish over their new DVR technology. While most people who record programs skip over the ads already, the networks are claiming that doing so violates copyright laws and destroying the basis of the broadcasting environment. A statement from Fox has stated that they have had to take out a law suit against their biggest distributor - the Dish Network because of the marketing of this product. They say they are defending the future of free to air broadcasting. Dish have said that consumers should be able to choose for themselves what they want to watch and that everyone skips commercials in any case. The only caveat which is in place for the use of this system is that the program must have been broadcast at least 24 hours before it is watched.


The FCC has opened up a consultation and wants comment from the public on their experiences regarding how wireless carriers use and store their information. The FCC has looked into this in 2007 and wants to update the information they have given the pace of change in the industry since then. Members of the public have 30 days in which to make their submissions and a report will be due 45 days after that cut off. In the past wireless carriers have defended how they gather and store the information of their customers and have said that it was to offer location based applications and that they do not sell the information they gather. The FCC would like to know if consumers are given notice that their information will be used, how do current practices fit in with privacy laws, are there any risks associated with the use of data, should more privacy be encouraged and should consumers take more responsibility for the security of their own data.


It is thought that the Verizon deal to purchase spectrum from cable companies will get the go ahead from the FCC, but Verizon is likely to have to give up some of its spectrum to get the final approval. Comcast, Time Warner Cable, Cox Communications and Bright House have joined together to form Spectrum Co. and it is from this company that Verizon wants to do a deal. The companies have also agreed to sell each others wireless and broadband services as part of the deal. The FCC will finish its deliberations in August , but it is expected that the full decision will not be made for some time, possibly in the fall. Analysts have said that the FCC needs to approve the deal because it will get more spectrum into the marketplace for the wireless carrier - something which they have been unable to do themselves. Verizon wants the extra spectrum to build its 4G network.