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Comcast is seeking a patent for new technology that will force subscribers who fast-forward through DVR-recorded shows to view advertising anyway, according to FierceCable, an online publication for cable network execs.
The cable operator is doing the exact opposite of what Dish announced last week. Dish's new Ad Hop technology allows viewers to totally skip ads during DVR playback of prime-time broadcast programming—an idea that, for obvious reasons, is unlikely to please advertisers.
Comcast subscribers who hit fast-forward on their remotes would receive an alternate ad displayed in the center of their TV screens, which could be partially transparent, FierceCable reported, citing a U.S.
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