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ABC and ESPN have inked a deal with Cox Communications in which the fast-forward capabilities on Cox’s video-on-demand service will be disabled so that viewers cannot skip commercials.
The test begins this fall in Cox’s Orange County cable television system, writes MediaPost. Cox will disable the fast-forward option on shows such as Desperate Housewives, Grey’s Anatomy, Lost and Ugly Betty, all of which will be available for viewing the day after their broadcast premiere on Cox’s video-on-demand service.
The deal involves only VOD. Cox cable customers who have DVR units will not be affected. Still, industry insiders say the deal could have far-reaching implications. ABC could do deals with other cable operators that include disabling the fast-forwarding function on all ABC programming for their particular cable system, whether that program comes on VOD or on viewers’ DVRs.
Mike Shaw, president of advertising sales for ABC, said last year that he believed DVR use was more a matter of convenience - viewers want to watch their favorite shows when it’s convenient for them - rather than a matter of avoiding commercials. If networks do move forward with the nullification of the fast-forward button, they would likely want to do it quickly before DVR penetration gets too high.
Nielsen recently published figures that show DVR penetration stands around 17 percent.
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