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An in-house examination of Cox Communications’ MyPrimetime On Demand viewership data suggests that disabling the fast-forward functionality in VOD playback may not necessarily affect consumer usage.
In a trial with Turner Broadcasting System, Cox began testing consumer response to a VOD experience that, for all intents and purposes, duplicates the linear broadcast TV model. In other words, the Turner programs that were made available during the test carried a full spot load; moreover, viewers were not presented with the option to zap through the ads.
Despite
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