Time Warner Cable has received a U.S. patent for technology that disables fast-forwarding of TV spots and other trick mode functions on physical DVRs, network-based DVRs and third-party recording devices.
The patent’s technology essentially offers the opposite functions of the Hopper DVR, recently launched by Dish Network.
“The ability to prevent trick mode functionality may be important for a number of reasons,” TWC writes in the patent. “Advertisers may not be willing to pay as much to place advertisements if they know that users may fast forward through the advertisement and thus not receive the desired sales message. Content providers may not be willing to grant rights in their content, or may want to charge more, if trick modes are permitted.”
Although Time Warner is unlikely to implement the features anytime soon, it has started to disconnect its Look Back tool and its Start Over function.
Look Back allows subscribers to watch a show they forgot to record within three days of its initial airing.
“The penchant viewers with DVRs have for skipping ads has prompted other multichannel providers to look at ways to preserve advertising placed in TV programs,” notes TVNewsCheck. Comcast recently submitted a patent application that details how it could deliver alternative commercials to subscribers that hit the fast-forward button on their remotes to skip ads.”
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