While Time Warner Cable (partly owned by Time Warner, parent company of AOL, which owns Engadget) won't go down as the first cable company to modify the oh-so-lovable fast-forward feature, at least the latest hamstringing won't affect those willing to pay up. Dubbed "Look Back," the newfangled DVR feature will reportedly come "without a monthly fee," and will only allow customers to skip ahead and back in predetermined chunks of time; moreover, it will be limited to programs that are watched back before midnight of the day they air. The firm plans to test it out this October in South Carolina before "gradually introducing it around the country," and it was also noted that this -- along with the "Start Over" feature that functions exactly as it sounds -- would not require viewers to "remember to record programs," but alas, it also eliminates the ability to keep a library of stored content onboard. Ah well, so long as we diehard DVR users can keep on coughing up the dough required for a fully-functional FF button, we've no real qualms with this option joining the fray.

The constant battle between impatient television viewers and disgruntled providers got a shot of adrenaline today, as Walt Disney's two biggest channels have inked a deal with Cox Communications that is sure to simultaneously appease marketers and enrage customers. Reportedly, Cox will now begin to "disable the fast-forward feature that allows viewers to skip ads" in both ABC and ESPN video-on-demand, meaning that users who choose to view older programming via Cox's VOD channels can smash the FF button 'til their heart's content and get nowhere. Of course, users who actually set their DVR to record said content at its normal airing time are still free (for the moment, at least) to blaze right on through those annoying blips commercials, which means that you should probably become a lot more disciplined in your DVR scheduling if you belong to Cox. The worst (or best, depending on perspective) part is the precedent that this sets, as now the door is gaped wide open for more and more providers to grab the reigns of our DVRs and dictate just how far we push the notion of timeshifting. [Warning: Read link requires subscription]

[Via TechMeMe]

TiVo's transformation from a ad-skipper's best friend to an ad agency's biggest asset is nearly complete, as the firm's StopWatch system is aimed to provide "second-by-second" viewing data which Nielsen has refused to offer thus far. While the company went public about its intentions to become an ad-friendly platform awhile back, it looks like the time has come for its voyeuristic service to go live, as it begins marketing a system to carefully watch its 4.5 million or so customers whiz through commercials and schedule season recordings. This indeed marks the "first time a syndicated ratings service has detailed live and time-shifted viewing data on a second-by-second basis," which advertisers should absolutely drool over. Notably, Starcom has already signed on as TiVo's first taker, and with the amount of critical data now available to media agencies, we hardly believe it'll be the last. So the next time you crank up your TiVo and cruise on by every single costly commercial on your favorite recorded drama, take comfort in the fact that Big Brother is taking notes on a moment-by-moment basis.

[Via PVRWire]

Since advertisers -- and broadcasting companies -- aren't exactly fond of folks cruising through those ads while watching a recorded show through their DVR, and can't seem to get legislation to make it illegal passed just yet, a few companies have resorted to clever tactics to get those spots viewed. KFC offered up a "secret message" that could only be seen if witnessed in slo-mo, and TiVo has been testing fast-forward-proof banner ads to get the idea across even when blasting through the commercial breaks. Now Sony is getting in the act, by teasing viewers with an interactive plug for its Bravia TVs that shows "alternate endings" tailored to both men and women. It should be noted that only viewers watching through a DVR / TiVo will have the, um, luxury, of being able to pick and choose which endings to see. Sony apparently hopes to draw more attention to that fresh new LCD lineup by making stagnant ads a bit more lively, but we think they should be focusing on ramping up production on those sure-to-be-sold-out-everywhere PlayStation 3s.

[Via PVRWire]