Comcast files a patent that does the total opposite of Auto Hop

[CK SatGuy]

From Fiercecable:
Comcast (Nasdaq: CMCSA) has developed technology that would allow the nation's largest cable operator to deliver advertising to subscribers who skip commercials contained in TV shows recorded on a DVR, according to a U.S. patent application obtained by FierceCable.

Subscribers who hit fast-forward, pause and other trick-mode buttons on their remotes would receive an alternate ad displayed in the center of their TV screen or by making the alternate ad partially transparent, according to the patent.

Comcast details several methods for delivering alternative ads to subscribers who skip fast forward. One approach would be to use a DVR containing multiple tuners to download alternative ads to a subscriber's set-top before he begins watching a program. "This can be done behind the scenes without the user's knowledge," Comcast chief scientist Dan Holden writes in the patent application. Holden is named as the inventor on the application, which was published Thursday by the U.S. Patent & Trademark Office.


Read more: Comcast finds way to deliver ads to subscribers who skip commercials on DVR - FierceCable Comcast finds way to deliver ads to subscribers who skip commercials on DVR - FierceCable
Subscribe: Cable Industry News, Cable Business News, Cable Newsletter - FierceCable
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Slideshow of how the technology would work: Slideshow: Comcast's alternate advertising patent - FierceCable

 

[CK SatGuy]

Complete Patent application that Comcast filed: United States Patent Application: 0120114305

 

[elmafu69]

Advertising is the newage god.

 

[The Fat Man]

This attempt to fast forward is brought to you by ...

 

[king3pj]

From Fiercecable:
Comcast (Nasdaq: CMCSA) has developed technology that would allow the nation's largest cable operator to deliver advertising to subscribers who skip commercials contained in TV shows recorded on a DVR, according to a U.S. patent application obtained by FierceCable.Subscribers who hit fast-forward, pause and other trick-mode buttons on their remotes would receive an alternate ad displayed in the center of their TV screen or by making the alternate ad partially transparent, according to the patent.Comcast details several methods for delivering alternative ads to subscribers who skip fast forward. One approach would be to use a DVR containing multiple tuners to download alternative ads to a subscriber's set-top before he begins watching a program. "This can be done behind the scenes without the user's knowledge," Comcast chief scientist Dan Holden writes in the patent application. Holden is named as the inventor on the application, which was published Thursday by the U.S. Patent & Trademark Office.


Read more: Comcast finds way to deliver ads to subscribers who skip commercials on DVR - FierceCable Comcast finds way to deliver ads to subscribers who skip commercials on DVR - FierceCable
Subscribe: Cable Industry News, Cable Business News, Cable Newsletter - FierceCable



Slideshow of how the technology would work: Slideshow: Comcast's alternate advertising patent - FierceCable

Just another reason I will never have comcast again.

 

[Juan]

I thought TIVO and D* already did something like this

 

[empiretc]

This attempt to fast forward is brought to you by ...

hahahahahahhahaa...............classic!

 

[Rey]

another reason why comcast will never be an option for me when it comes to tv service.

 

[oldengineer]

I thought TIVO and D* already did something like this

They were talking about doing this last year when I was with them. They were also talking about targeted advertising where they would store commercials on dvrs based on viewer demographics and show them during regular commercial breaks. By "they" I mean posters on this forum and DBSTalk, not D* specifically.

 

[yaz96]

Just another reason I will never have comcast again.

I guarantee it won't only be them doing this, if it happens.

 

[dwarren2]

I can see a big advertising campaign. Leave Comcast, Come to Dish and skip those commercials.

 

[cosmo_kramer]

This actually makes sense that Comcast would do this. Don't they own one of the major TV networks?

 

[yaz96]

This actually makes sense that Comcast would do this. Don't they own one of the major TV networks?

Yes, NBC.

Thus, the complaint from NBC in the other thread.

 

[powerhouse1960]

I guarantee it won't only be them doing this, if it happens.

Yes I think your right
The first thing I thought when I read about the autohop is all the networks will demand this in there next round of contracts, and all the so called amazing minds of Echostar will get us is we will lose the ability to skip commercials

 

[GaryPen]

Skip forward to refreshment with Coke!

 

[MikeD-C05]

Yes, NBC.

Thus, the complaint from NBC in the other thread.

I thought it was Cable town ?

 

[cosmo_kramer]

I thought it was Cable town ?

 

[xtgold]

years ago they used the excuse "ads pay for the programming"

 

[mogera]

This actually makes sense that Comcast would do this. Don't they own one of the major TV networks?

No they own NBC.

 

[Rolling Joe]

They were talking about doing this last year when I was with them. They were also talking about targeted advertising where they would store commercials on dvrs based on viewer demographics and show them during regular commercial breaks. By "they" I mean posters on this forum and DBSTalk, not D* specifically.

This is different from what Comcast is attempting to patent. The system DirecTV is implementing is similar to what cable systems have been doing since the 1980's; insert local ad content in national feeds at predetermined times. However, in the markets where this 'service' is now operational, the D* inserted ads cannot be skipped using the thirty second slip or jump feature. They (the D* fanboys) claim that this is nothing more than a bug in the software and will be fixed "eventually". We'll see.