[opendtv] Philips' invention blocks DVRs, set-tops from skipping TV ads
- From: "Manfredi, Albert E" <albert.e.manfredi@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Mon, 24 Apr 2006 15:05:21 -0400
So it was a Philips-USA invention. It wasn't anyone smoking illegal
substances in Eindhoven after all.
Possibly, broadcasters could lobby the FCC or Congress to make this
function mandatory in new TV appliances. Because, again, I can't imagine
why consumers would possibly demand products with such features.
If word gets around, it could backfire. What if confused consumers think
this stuff is already built into Philips sets?
Bert
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April 20, 2006
Philips' invention blocks DVRs, set-tops from skipping TV ads
By Antone Gonsalves
Consumer electronics maker Philips has developed technology that could
be used to prevent people from using set-top boxes to skip TV
advertising, or to change channels to avoid the annoying pitches.
Developed by the European company's Briarcliff, N.Y., research labs,
Philips is seeking a U.S. patent for the technology that would work off
of the Multimedia Home Platform found in many interactive TVs worldwide.
The patent was reported by NewScientist.com, the Web site of New
Scientist magazine.
MHP is a Java-based system that enables software makers to build
interactive TV applications that can run on any digital video recorder
or set-top box supporting the platform for cable or Internet TV. The
Digital Video Broadcasting Project, an industry consortium of
broadcasters, manufacturers, network operators, software developers and
regulatory agencies in 35 countries, designed the system.
Philips's technology would make it possible for the MHP to know when
advertising is being displayed, so the system could disable a device's
ability to skip the ad, a spokesman said Thursday. Philips's invention
could also be used to prevent people from switching to another channel
while advertising is playing.
Company spokesman Andre Manning in New York said Philips has no plans to
use the technology in any of its products, but didn't close the door to
the possibility in the future.
"There is a theoretical possibility, but there are no plans for this
now," Manning said, adding that the technology is not used in any
devices today.
If granted a patent, however, Philips could license the technology to
other companies. Program producers, for example, could use it to give
viewers the option of watching a movie with ads, or paying to watch an
ad-free version.
"Media reports that the technology is aimed at blocking people from
skipping advertising is just half of the truth," Manning said. "It could
go either way. You could use it to skip ads or to have people stick to
the advertising."
Technology that would make it difficult for people to avoid ads would
help ease concerns among broadcasters and advertisers who worry that the
growing use of ad-skipping devices could lower the effectiveness of
marketing on TV.
Nearly half of U.S. households are expected to own DVRs in 2010, as
cable and satellite companies heavily market them to consumers,
according to JupiterResearch. The installed base is expected to increase
to 55 million households from 7 million last year.
Nevertheless, in its patent filing, Philips acknowledges that use of the
technology could cause problems with consumers.
"For a program broadcaster to be able to force viewers to watch
advertisements may be greatly resented by the viewers," the patent said.
All material on this site Copyright 2006 CMP Media LLC. All rights
reserved
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