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Every -- dish network's ad hoc lets you skip ads are on the DVR with just -- quick click.
But would billions of dollars in advertising revenue at stake.
Big broadcasters entered the courtroom against dish at a TV -- awarded and with me now is our very own Dennis -- And John Freeman from marketwatch.com.
Thanks for joining us you know Dennis you and I should be very sad because as people who are paid by.
Television ad revenue we shouldn't want this thing to be around -- -- -- pretty cool right.
And we've been zapping ads for twenty or thirty years but now the four big broadcast networks actually go to court.
Over a new feature and I'm telling you these of the -- the same companies.
Who in 2004 -- on my friend out of business replay TV which also had -- ads that feature you cannot fight technology -- offering a sad we don't -- -- that are better targeted to a person wants to get that that.
-- think about that they got a point about technology can stop but you really can't can finally get to know which whether.
Work with the -- music companies try to look -- Napster all those companies -- -- to fight against them never works.
So how you go with the trend because -- I think what you're saying that people are already fast forwarding to these ads and in fact.
I think makes programs like new was even more valuable because it's one of the last things that people are watching live -- -- -- The average -- -- program now has replay on DVR.
By 24% of the audience in ratings go up by 24% but on live programming only goes -- on 19% on playback is most people aren't watching on DVR.
They sit there and take the -- the counter country most people sit there watching -- -- live news program.
Oh god what's on get a lot satellites alive programs in of having more value to the advertiser.
But also studies show that.
Of -- a half -- people who are watching and on tape they don't even bother zapping we're so tired.
We don't -- -- -- but along came at hopper from dish.
And at the start the program -- -- press a button once and then it wipes out every -- for you that's what scared that the Jabber out of the net -- it is scary but at the same time it's time for advertisers or networks to think of new ways sever ties right I mean a commercial even better -- commercials better.
What -- the deal.
-- do it could help -- will belong limits commercials more advertising war and detaining more fun to watch people wanna watch certain commercially through wildly this personalities are not informative.
Not entertaining and that's a sense -- their -- we look at how people stopped to watch an apple -- We like apple -- -- also.
You can you can output up and on demand did channel on -- cable system like they do right now and -- I watch -- CBS show it doesn't let me zip through the -- about one yeah.
Watch that thing on the man I got we will need to do the -- that's right that's a great point out to everybody where's the beef this list of those icon the kinds of slogans over the years yeah they've worked because of -- -- a sensible.
Let's see I think that kids and that new generation everybody gets used to watching things without ads and that it's gonna come down to product integration in order new ways our advertising that our commercials.
Nielsen counted 8000 different product placements in the past DTV season.
I just read today and so there's different ways you do and that's jujitsu instead of karate you cannot block and attack the Internet.
While the U instead harness the wave -- and maybe just cannot take.
Around finally he didn't find a way to work with what's going on -- don't sue you know lose the networks will lose your funny this is clean island.
Powers that -- not doing anything.
-- Cree sees albeit it's what I do on the journalist I'll let us what do you think about product placement does -- work John sometimes -- million.
-- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- I I mean -- it's more subtle ones that work better I was watching a succumb the other night they were shopping in target that was the target logo everywhere -- they target target target audience products look at.
Well it was subtle but it's still look the same time -- remind me that I like target mean they were having a good time they worked in an I don't know from an artistic standpoint -- -- gonna do that.
Are getting involved much earlier to try to make their product a part of of the entire story -- you know Reese's pieces was the big first ever success.
A hundred years ago in the film ET rape in -- -- -- came -- that was a hundred years ago wasn't it that was dirty dozen video thirty years ago I don't mind you know.
Sorry gentlemen this is fine thanks for joining I appreciate it.