Late last week I mentioned that Dish Network had a new feature for its Hopper DVRs that made skipping all commercials from primetime programs automatic. If you recall, the system actually deleted the commercials rather than simply automatically fast forwarding through them. I also speculated that lawsuits would be over the new feature from broadcasters.
The Controversy Surrounding AutoHop
NBC stopped short of actually saying it intended to sue Dish Network, but I’m even more confident that will happen. NBC’s chairman Ted Harbert said, “I think this is an attack on our eco-system. I’m not for it.”
The AutoHop feature has stirred significant controversy in the broadcasting world. Broadcasters rely heavily on advertising revenue to fund their operations, and the ability to skip commercials entirely threatens this revenue stream. The traditional model of television broadcasting is built around the idea that viewers will watch commercials in exchange for free content. By removing commercials, Dish Network’s AutoHop disrupts this balance, potentially leading to a significant loss in advertising revenue for networks.
Potential Legal Battles
I would bet if the chairman of NBC isn’t happy about commercials being cut, lawsuits will be filed quickly. I hope Dish Network has put some serious consideration into defense for the feature because a lot of TV fans would certainly like to see it stay.
The legal battles that could ensue from this feature are likely to be complex and drawn out. Broadcasters may argue that AutoHop violates their rights and disrupts their business model. On the other hand, Dish Network could argue that they are simply providing a service that meets consumer demand. The outcome of such legal battles could have far-reaching implications for the future of television broadcasting and advertising.
Moreover, this isn’t the first time that technology has disrupted traditional media models. The introduction of DVRs initially caused a stir because they allowed viewers to fast-forward through commercials. However, AutoHop takes this a step further by eliminating commercials entirely, which is a much more significant change.
Consumer Perspective
From a consumer perspective, the AutoHop feature is highly appealing. Many viewers find commercials to be a nuisance and would prefer to watch their favorite shows without interruptions. The ability to skip commercials automatically enhances the viewing experience and makes it more enjoyable. This feature could potentially attract more subscribers to Dish Network, giving them a competitive edge in the market.
However, it’s important to consider the broader implications of this feature. If broadcasters lose significant advertising revenue, they may be forced to find alternative ways to fund their operations. This could lead to higher subscription fees for viewers or a reduction in the quality and quantity of content available.
In conclusion, while the AutoHop feature offers significant benefits to consumers, it also poses a substantial threat to the traditional broadcasting model. The legal battles that may arise from this feature could shape the future of television broadcasting and advertising. It will be interesting to see how this situation unfolds and what impact it will have on the industry as a whole.
via LA Times
Image Credit: Engadget
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