We've all gloated in delight from mashing the fast forward button through ExtenZe
ads on DVRed shows, but according to CBS's chief research officer David Poltrack in an interview with the Los Angeles Times
, networks and advertisers hope VOD will soon put the brakes on our hell-raising remotes. Sure, the actual impact of DVRs on advertising may still be unclear -- remember Oliver Wyman found 85 percent of DVR owners
skip 3/4 of commercials in recorded shows, while Duke researchers found 95 percent of TV is watched live
-- making the devices a non-issue. The way Poltrack sees it though, more prevalent VOD will "give the consumer the ability to watch shows any way they want to, and to do so in a way that is much more advertiser-friendly." He also mentions the potential cost-saving benefits for consumers, who may not need to cough up monthly DVR fees in the future just to view The Jersey Shore
whenevs. As support, he cites convenient CBS research showing that 90 percent of consumers would be willing to deal with commercials in exchange for $10 in cable bill savings. But what do you say Engadget
research subjects? Would you sacrifice the joy of the commercial skip if VOD had everything you could possibly want to watch? Let us know in comments below.