mickrick used our news submit to tell us "it appears troubled times lie ahead for UK digital tv viewers, after the channel FX announced it will be incorporating 'PVR-Resistant' advertising into future broadcasts. The ads will take the form of a static image which will remain visible while viewers fast-forward through recorded content. FX is owned by News International Corp, who also own the Fox network and BSKYB, the British-based Sky digital satellite broadcasting comapny. If this proves successful, expect it to be included in all of Sky's output in the future."
Regardless of whether one uses a DVD recorder, VCR or PVR to watch a recorded show, broadcasters and advertisers are hit with the issue in that consumers often forward through the ad breaks. So far, pre-recorded DVDs are the only ones to tackle this with the infamous control lock restrictions. However, when it comes to user recorded content, another solution had to be developed, particularly after the backlash from attempting to introduce laws and other measures to prohibit commercial skipping.
As most PVR's including the Sky+ PVR fast forward at up to 12x and consumers watch the screen in order to see when to resume normal playback, FX's method is to show a static message throughout the ad. For example, the ad for upcoming series Brotherhood lasts 30 seconds, which means that even if viewed at up to 12x normal speed, for the viewer to interpret the static message. As a result, FX aims to provide advertisers with what it calls a "PVR resistant" solution. At this time, Sky Plus users watch around 13% of their programming from recordings they have made using their PVR.
|
FX, which is owned by News Corp's Fox International and features mainly US drama and comedy, said it hopes it will provide advertisers with a "PVR resistant" solution. Many channels have been looking for ways to tackle the problem of advertising being overlooked by users of PVR devices such as Sky Plus, where adverts can be easily skipped through. |
As users who fast forward through the ads keep a close eye on the screen to see whether the ads have finished yet, this method of advertising may potentially work better than on users who watch the programme live and head for the bathroom or change channels during the ad breaks. Unfortunately it still has the drawback in that it will not work for PVR's that have an ad-skip button where users can skip ahead in 30 second steps.
Source: Digital Spy
