Feeds

Dish boss on ad-skipping service: 'I don’t want to kill ads'

We're the Indiana Jones of TV networks

Top 5 reasons to deploy VMware with Tegile

Dish reckons the legal action taken against its ad-skipping service only proves it's innovating in the right direction and is ahead of its time.

That's according to Charlie Ergen, the Dish supremo who told an AllThingsD conference in California that Dish was like Indiana Jones - always getting itself into impossible scrapes and then escaping at the last minute, and that objections to its AutoHop system are akin to Hollywood's fear of video tape which eventually proved hugely profitable once the studios had worked out how to make it pay.

AutoHop removes adverts from TV shows, but only those streamed from the Dish Primetime Anytime service which narrowcasts shows from a Dish cloud up to a week after broadcast, by agreement with the broadcaster. But the broadcasters didn't know Dish was planning to cut out the adverts, and objected in a case which Fox lost last November but is still pursuing.

That's fine, according to Ergen, because litigation shows Dish is heading in the right direction, and that advertising has to change:

"I don’t want to kill ads. I think advertising is great, and I’m very aware that there’s multiple revenue streams in television, subscription and advertising. But I also don’t want to put my head in the sand, and I think the world is changing."

Hopper is intended to deliver targeted adverts, rather than just cutting them out, but that's an idea which advertisers, and the TV networks, are having trouble adapting to so for the moment the ads are just skipped with a single tap on the remote.

PVRs routinely let viewers skip adverts, and in the UK BARB (the ratings agency) tracks that to the point that advertisers on, say, Sky, don't pay for the advert if the viewer doesn't watch it. Sky tells us that 70 per cent of viewers using Sky+ skip the adverts, but only a fifth of Sky viewing is time-shifted (the rest is live) and that tends to be additional, so for the moment the overall numbers remain about the same.

But AutoHop takes things a little further, as the viewer doesn't even see the ads on fastforward, and as time-shifted viewing gets more popular TV will have to find another way to fund itself.

Embedded advertising is one way (fancy some Highland Water after watching Dancing on Ice last Sunday?) but Ergen reckons targeted advertising is the way to go, and is pitching his Hopper box as the best way to deliver it. ®

Choosing a cloud hosting partner with confidence

More from The Register

next story
Facebook pays INFINITELY MORE UK corp tax than in 2012
Thanks for the £3k, Zuck. Doh! you're IN CREDIT. Guess not
Big Content outs piracy hotbeds: São Paulo, Beijing ... TORONTO?
MPAA calls Canadians a bunch of bootlegging movie thieves
Google Glassholes are UNDATEABLE – HP exec
You need an emotional connection, says touchy-feely MD... We can do that
YARR! Pirates walk the plank: DMCA magnets sink in Google results
Spaffing copyrighted stuff over the web? No search ranking for you
Just don't blame Bono! Apple iTunes music sales PLUMMET
Cupertino revenue hit by cheapo downloads, says report
Hungary's internet tax cannot be allowed to set a precedent, says EC
More protests planned against giga-tariff for Tuesday evening
US court SHUTS DOWN 'scammers posing as Microsoft, Facebook support staff'
Netizens allegedly duped into paying for bogus tech advice
ISPs handbagged: BLOCK knock-off sites, rules beak
Historic trademark victory, but sunset clause applies to future blocks
prev story

Whitepapers

Why and how to choose the right cloud vendor
The benefits of cloud-based storage in your processes. Eliminate onsite, disk-based backup and archiving in favor of cloud-based data protection.
Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Saudi Petroleum chooses Tegile storage solution
A storage solution that addresses company growth and performance for business-critical applications of caseware archive and search along with other key operational systems.
Getting ahead of the compliance curve
Learn about new services that make it easy to discover and manage certificates across the enterprise and how to get ahead of the compliance curve.