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Fox turns ad breaks into dramas in bid to fight ad skipping
There's little doubt that TV's commercial breaks are on the decline. How do you get people to watch ads in an era of ad-skipping DVRs and commercial-free streaming services like Netflix or Hulu? Fox Networks has an idea: turn ad time into mini dramas you might want to watch. Variety has learned that Fox will will start running Unbreakables, or short, sponsored films that highlight people who've overcome adversities like cancer. It's hoping that they'll be less disruptive than conventional ads while giving relevant brands (like insurers, pharmaceutical giants and sportswear makers) a chance at "storytelling."
Fox asks Time Warner to stop streaming its channels to customers' iPads
While we'd heard many networks were unhappy with Time Warner's decision to release its live TV streaming iPad app and there have even been whispers of cease-and-desist letters in the offing, Fox has put a request to have its channels excluded in writing. At issue is whether or not their agreement allows Time Warner to provide the channel on devices other than the TV -- while TWC is confident it does since it only works within the customer's home, the networks would apparently like to renegotiate before conceding anything. Senior VP of Fox Networks Group Scott Grogin confirmed the letter was sent but did not reveal any details about its contents. Following the battle plan of its last battle with Fox, Time Warner Cable has preemptively put up a IWantMyTWCableTVApp site asking customers to show support for the TWCable TV app against the networks. We'll wait to see who blinks first and remember that Dish is already slinging channels to tablets with wild abandon while Comcast and Cablevision have plans for similar implementations on the way.
