have long concerned themselves with what they

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have long concerned themselves with what they should be showing viewers, it is quickly becoming apparent that they will now have to concern themselves with how to get the content to the viewers.

Consumers are quickly adopting—and adapting to—new technologies that allow them to watch what they want, when they want; to skip through ads; and to fully explore advertised products when something catches their eye. Programmers and advertisers, on the other hand, are tentatively adopting—and slowly adapting to—these same new technologies.

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