DTH/Tech Info : Dish's Ad-Skipping Function May Be Bargaining Chip

Dish Network's introduction
of a set-top box with an automatic ad-
skipping feature has prompted a furious legal
response from the major broadcast networks, but although this move could be a ploy by the satellite operator to compel broadcasters to cut the retransmission-fee demands, the function could become so popular with consumers that it may prove difficult to take away.

The controversy centers on Dish's AutoHop
feature in its Hopper set-top boxes, which will allow consumers to automatically skip ads during playback on a digital video recorder(DVR) when viewing broadcast network programming. For the broadcast industry, this could represent a fundamental threat to the advertising revenue that drives their business, according to an IHS Screen Digest US Television Intelligence Service report.

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Dish's Ad-Skipping Function May Be Bargaining Chip