Court Rules That Your DVR Doesn't Have To Exist
“In short order, effective DVR penetration could now jump to north of 60 percent of cable households (that is, all digital cable subscribers),” Mr. Moffett wrote in a report. “That means a huge increase in the number of viewing hours per day potentially subject to ad-skipping.”
Network DVRs also prop open the door to new methods of advertising. Cablevision could insert ads dynamically, customizing and updating commercial pods for different consumers and at different times.
“It allows advertisers to do things they can’t do on a physical DVR,” Mr. Rutledge said. “Let’s say you record an episode of ‘Lost.’ Three months later you want to play it back. The advertising that was on ‘Lost’ is stale and no longer applies, but the capability to refresh the advertising exists if the content owner wants to do that with the cable operator.”
Heh. Let's get real. Dynamic customization of advertising might be the only bone the Cable providers have to throw to the media companies, but we all know they're dynamically selecting the advertisements we'll all be fast-forwarding right past, or will be shown only to the couch cushions while we're in the bathroom. Technology is reshuffling the deck of all sorts of long-held arrangements in copyright, content generation, and advertising, and the people that used to hold all the cards don't like it. They should all just hire the ShamWow! guy. [Warning! Vince the Shamwow! guy isn't shy and just starts talking if you click on the link] I never fast forward past that guy. He's mesmerizing. But I never buy one, so maybe that approach won't work, either.