Digital ads you can't skip?

Over $1.7 billion of advertising revenue was lost in 2004 according to Terayon. No doubt a good chunk of that loss is due to the dreaded "FF" button on a TiVo or other PVR. Terayon might have a solution that advertisers love, although television consumers might feel otherwise.

Terayon produces many digital television products, one of which is their BP 5100 Broadcast Platform. The BP has many uses, but one sounds fairly annoying: insertion and overlaying of ads on top of the digital video stream. Can you imagine watching your favorite show and all of a sudden see what basically amounts to a "pop-up" ad? Why would we want to watch a scene of a father and son fishing, only to then shop for a car at the same time?