Word: viewer
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...from the WB for 13 episodes." (Says network spokesman Paul McGuire: "The WB would not have gone forward with the show unless we liked and embraced the concept of the program.") There are longer-term pressures at work too. Digital video recorders like TiVo are making it easier for viewers to zap past ads. Commercial breaks--16 minutes or so of every TV hour--have stretched the limits of viewer tolerance. And this "clutter," plus the metastasizing of ads to benches, bananas and buses, makes it hard for a commercial message to stand out. "Commercial TV makes all its money...
...syndicators and even first-run shows. "You could sell a box of cereal in the kitchen one [airing]," says PVI vice president Paul Slagle, "and dish soap in the next." PVI's Holy Grail: customizing insertions using interactive-TV technology--which is still distant and speculative--that would store viewer information (demographic details, even interactive purchases) as Web browsers do. Your TV would figure, Slagle says, "whether you're riper for a Cadillac or a Saturn...
...viewers interested in a product, the pluses are obvious: instant information without any in-your-face pushiness. Initially, interactive TV advertising will use icons in conventional ads and banner ads on electronic programming guides to link consumers to websites or microsites on an interactive channel. The viewer then voluntarily searches for more details about products or how to make a purchase. The information provided is a service rather than an irritant...
...next step - more finely targeted advertising - starts sounding a little creepy, even for those not obsessed with Big Brother. Personalization software in the next generation of set-top boxes and personal video recorders (PVRs) will allow the development of ultra-detailed viewer profiles. The demographic profile stored in the set-top box will select commercials that will be specific not just to the household but to each room of the house: mom and dad will watch one set of ads in the living room, while little Timmy sees a whole different set on the playroom screen...
...Smart TVs are not allowed to reveal the algorithms they use to determine the plotlines for smart TV shows. (Note: these are shows whose plots reflect the viewer's desires.) Making such information public would spoil the endings and reduce advertising revenue. Smart TVs will not be allowed to alter the endings of sporting events due to conflicts with other, existing, international smart betting laws...