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I am a co-founder of Notches, an early stage startup currently based in NYC. We are building a free, open reviews network that anyone can participate in and anyone can build on top of. You can find out more on our official blog.

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Warning:

This article is more than 45 days old. Given the speed at which the technology world moves, this post is probably somewhat out of date. Please keep this in mind when reading the post. If this is a tutorial, please check whether you are using the same versions mentioned in the article.

You can either fight change or embrace it

ABC's President of Advertising Sales Mike Shaw would love to disable the fast forward button on DVRs. He reasoned that most get a DVR to time-shift and we don't really care about fast forwarding. Of course, Mike Shaw has a vested interest here.

This is yet another example of businesses trying to resist change and preserve their cash cows instead of embracing and innovating around the inevitable change. Adapt or die.

Some companies get this. Honda is launching 5-second ads to leverage the "jump-back" that most DVRs implement after fast-forwarding (via Dave). Clever indeed - they are paying for a fraction of the time and end up being the only ad that people actually see. (Of course, this doesn't really really help Mike Shaw and the suits at ABC much).

Another way to "disable" fast-forward is to improve advertising. How many people do you know that fast-forward through the Super Bowl commercials?

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Only published comments... Jul 12 2006, 04:07 AM by Tim
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Jason Bock said:

One thing I noticed with "Lost" this year when we wouldn't record it and watch it later fast-forwarding through all the crappy commercials...there would be "Lost"-like ads for the Hanso Foundation that would have links to web sites that would contain more "Lost" information. If you fast-forwarded them, you'd miss it.

Of course, once the fan sites noticed this, they'd post all the information about these sites for everyone, but I think this speaks to the point that advertisers need to figure out how to be more creative and not FORCE people to watch their crap.
July 12, 2006 7:26 AM
 

PVRLib said:

[Source: Loosely Coupled // Tim Marman's Weblog] quoted: "SaveRating": function(id, rating, clientCallBack) {	return Ajax_CallBack('CommunityServer.Blogs.Controls.BlogRatePost', id, 'SaveRating', [rating], clientCallBack, false, false,
July 12, 2006 7:30 PM

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