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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.