ABC Wants Cat Put Back In Box

According to c|net News.com, Mike Shaw, ABC president of advertising sales, is so hungry for days gone by, he’s willing to make idioctic utterances to journalists eager for just that type of thing.

“I would love it if the MSOs (multi-system operators), during the deployment of the new DVRs they’re putting out there, would disable the fast-forward (button),” he said in an interview Wednesday.
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Whether he gets his wish remains to be seen, but ABC’s ad sales chief sounds pretty convinced that consumers will go along quietly. “I’m not so sure that the whole issue really is one of commercial avoidance. It really is a matter of convenience–so you don’t miss your favorite show…People can understand in order to have convenience and on-demand (options), that you can’t skip commercials.”

People can understand? Here’s a better one…Televisions execs can understand they’re not in control—the consumer is. Fight this fundemental law of markets and go down humiliated and beaten. Or embrace what is and give yourself (and your company) a fighting chance.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Disc golfer. Fan of Kurt Vonnegut, community radio and wolves in the wild. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp.

  • http://www.randomculture.com John

    Holy crap! Is that guy Jay Leno’s fraternal twin? He’s the Jay Leno of ad sales.

  • John

    “I’m not so sure that the whole issue really is one of commercial avoidance. It really is a matter of convenience.”
    Exactly. I want to watch the commercials when I want to watch the commercials. Not when some network tells me to watch the commercials.
    “People can understand in order to have convenience and on-demand (options), that you can’t skip commercials.”
    Actually I think I’m shelling out an extra $10/mo (yes, I could be doing it for free using my PC) to skip the commercials. Maybe the network should figure out how to get their hands on a cut of that money instead of forcing our eyelids open with toothpicks and chaining us to the couch. Just a thought.