ABC ad exec floats disabling DVR fast-forward buttons

ABC ad exec floats disabling DVR fast-forward buttons

Just when I was starting to think that ABC really gets it--what with putting its shows online for free, with ads, and all of that. But now comes a report that ABC's ad sales exec would prefer it if cable and satellite providers would just disable the fast-forward button altogether. ABC president of advertising sales Mike Shaw says people aren't into their DVRs solely because of fast-forwarding through commercials--they just like the on-demand nature of being able to record shows and watch them whenever they want. And just because every video-recording device in the history of mankind has had a fast-forward button doesn't mean that we'd eventually get used to not having one just because that's less of a hassle for the networks than having to adjust to a new advertising strategy, right? Right.

About the author

Molly Wood was an executive editor at CNET, author of the Molly Rants blog, and host of the tech show, Always On. When she's not enraging fanboys of all stripes, she can be found offering tech opinions on CBS and elsewhere, and offering opinions on everything else to anyone who will listen.


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