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Remember, the main purpose of TV is to get you to watch the ads.

The beauty of DVRs is no need to watch ads.


Eventually those two ideas are going to cause a massive game-changing conflict.

Companies will one day tire of ponying up for commercial time knowing that their ad is unwatched by DVR zippers. They'll take their advertising budget elsewhere. Notice the proliferation of ads played in theaters before the movie starts? You can't fast-forward those.

Already TV studios are offering 'exclusive content' on their websites. I can see studios offering multiple tiers of access. So imagine watching a stripped-down 30-minute episode of, say, Hell on Wheels, along with your standard 8 minutes of commercials, which zippers will fast-forward past. Or, you can watch the full one-hour episode online, expanding the plot line and making the episode more enjoyable, but without the ability to zip past commercials.

Or perhaps they'll put the expanded episodes on a pay-per-view channel, but commercial-free.
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