What are the brains in TV advertising and technology up to now that TiVo reports its users skip 70% of commercials? A Philips patent application begun in 2003 reveals that TV viewers may soon be unable to fast forward or change the channel the moment a TV ad comes on the station. According to the U.S. Patents office, it will be an “apparatus and method for preventing switching from a channel during an advertisement display.”

Rather than rely on technology that forbids viewers the inalienable right to change the channel, it might simply be a matter of putting out vision worthy ads. Oh, they try, but there hasn’t been much marketing genius or else we would be enjoying every minute of the boob tube, including the ads.

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