FX to combat DVR ad-skipping with 30-second still pics

Either cable channel FX reads Engadget, pays attention to USPTO filings, and/or is genuinely concerned that it's wasting away (along with other American TV advertisers) an estimated total of $8 billion annually. On September 22 and only in the UK (for now), FX will use its 30-second ad slot to display a single still image hawking its new drama "Brotherhood," so that the estimated one-third of its British audience using a PVR device (like this Sky box shown at right) will be able to follow FX's sales pitch even after thrice hitting the fast forward button. We wonder if this may actually be more effective than those "interactive and on-demand" ads that have been showing up on TiVo over the last few months. Apparently the US PVR audience isn't quite yet ready for the sheer awesome power of low-tech advertising (no, not this one) that has existed for well over a century in print magazines.

[CJ @ Sep 17th 2006 5:30PM]

Thankfully, there is a very easy hack (remote code) to reprogram your quick-skip button to skip forward in whatever increment you want.

Also, if you use ReplayTV (for however much longer they're actually around), the Show|Nav feature forwards through the whole commercial segment like chapters in a DVD.

A good thought on FX's part, but not completely worthwhile. Why not try engaging viewers a little more rather than trying to outwit them?

[Acheeze @ Sep 17th 2006 5:39PM]

its a good idea but will anyone even remember or care to remember the picture they saw 3 days ago??

[DMJ @ Sep 17th 2006 5:42PM]

...I think that Sky's Technical Support team won't like this one; just think - a static picture even during fast forward, well my PVR has to be broken. Had I not read this post, I would likely have given Sky a ring!

[Chris @ Sep 17th 2006 5:54PM]

I agree with CJ, instead of spending millions so your marketing department can come up with ways to hack TiVo's, spend the money on increasing the quality of your programming. Dummy execs...

[Adam @ Sep 17th 2006 6:26PM]

Funny thing is, Mark Cuban suggested this in his blog months ago

[chris joseph @ Sep 17th 2006 6:48PM]

30 second still pictures might thwart people using DVR's, but if I were actually watching the channel in question, I'd be flipping to another one immediately.

[cam @ Sep 17th 2006 6:55PM]

wat about the pepole with no DVR i feel sorry for them

[resource @ Sep 17th 2006 7:11PM]

Keep putting the Shield on the air and I'll watch whatever the hell they want for 30 seconds.

[Fyrewerx @ Sep 17th 2006 8:54PM]

I think its a great idea. Sure, I fast forward at 3X, but only to save time - I've already seen every one of the commercials at least a thousand times during the News I watch live (how about that "rub on" headache crap). I wouldn't mind a still for 10 seconds (at scan speed). It might upset the peeps watching at real time. I don't think I'd mind that either.

[Steve @ Jun 21st 2007 11:34AM]

BZZZT. Sorry, thanks for playing. It won't work. I have programmed the FF button to be a a 30-second skip on my Tivo remote (just hit Select, Play, Select 30, Select and you'll hear a happy success "ding-ding" tone), and it doesn't care whether it's skipping 30 seconds of still image, 30 seconds of a commercial, or 30 seconds of a boring TV recording. Nice try oh great FX genii....

[HeadOn @ Sep 18th 2006 11:49AM]

Head On! apply directly to the forehead
Head On! apply directly to the forehead
Head On! apply directly to the forehead

[Adeptus @ Sep 17th 2006 11:59PM]

As long as they have interesting audio accompanying the still image, for anyone actually sitting through the ad...

[Maff Mace @ Sep 18th 2006 4:12AM]

good for all you TiVo owners knowing the hack, but for the other 99.9999% of DVR owners in the UK this hack won't work (since hardly anyone has the old, unsupported, failed box in this country). Glad I don't watch FX, it only shows rubbish anyway

[Clint @ Sep 18th 2006 6:06AM]

Time Warner NYC seems to be doing this for advertisers by pausing at certain ad tag screens. The only problem is after the pause, there is a jump of almost a minute and if it is the last commercial in the bunch you jump into your program and have to rewind.

[Wayne @ Sep 18th 2006 8:15AM]

The 30-second skip can be disable through firmware updates on the Motorola boxes. I imagine that Tivo could easily do the same. I just use the 5x fast forward now.

[qindude @ Sep 21st 2006 3:10AM]

I believe that this is a clever attempt to capture the attention of the viewers but I definitely do not think that this is the best method. Although it will force individuals to view the commerical even while fast forwarding at the highest speeed, the fact is that it is just a still image which will never be as effective as a 30 second commercial spot. Another problem with this method is the fact that not all users have the ability to fast forward through these television commercials which makes them even more mundane and boring for those viewers. This fact could actually deter viewers from watching the program because of their frustration with watching a still screen for thirty seconds. Methods such as interactive commericials or hidden coupons to reward those who do not fast forward are much more effective. The only way that this method would work is if the image was vibrant enough to not bore any viewer. Perhaps a rather complicated image that cannot be processed at first glance or even the first showing would entice the viewer to take a closer look at the advertisement and deter any frustration or boredom caused by a simpler image.

[Jeff @ May 19th 2007 12:14PM]

In general yeah, I think ads have gone insane. I pay so much money for cable, I don't buy this crap that says "Oh without the ads, your shows will disappear" .. Sorry.. doesn't make sense.. as for the ads now, yeah, ad agencies think that if you just put anything in front of a consumer, they'll go for it.. I know several people who will take note of commercials.... if it's advertised, it goes on a list of things to NOT purchase. sure that means you end up with some crappy stuff, but it's worth it knowing you're not supporting the greedmachine.

[bling_bling_vr6 @ May 27th 2007 1:04PM]

Using SageTV and ShowAnalyzer to skip commercials still works on all major channels. The reason it works is simple. ShowAnalyzer actually analyzes video and marks the entire commercial segment so you don't have to program anything on your remote to skip it. It's automatic. Here's how:

Step 1: Get SageTV
Step 2: Read http://www.geneomatic.com/wordpress/?p=337
Step 3. Enjoy