Nobody is surprised that the big broadcast networks are starting to voice their displeasure with DISH’s new “Auto Hop” feature which allows Hopper DVR users to skip most commercials when they watch programming recorded from the big four broadcast networks.
CBS honcho Les Moonves sounds a bit baffled by DISH’s decision to introduce a feature that will eliminate commercials. “They can’t just take our signal and change it and put on a black spot where our commercials were,” he said.
Concerned about generating the revenue they normally receive from commercials, Moonves also wonders how DISH Chairman Charlie Ergen expects him to produce CSI without ads.
DISH CEO Joe Clayton has responded to the concerns that network execs have about “Auto Hop.” Clayton says DISH has “respect for the networks and for the advertising model.” This may not play well with network bosses, but Clayton does have a point.
Considering that DISH Network has been running some pretty wide-reaching advertising campaigns lately, the company is obviously walking the walk and not just talking the talk. There’s little doubt that DISH commercials are being zapped by the Hopper just like any other commercial.
Clayton points out that DISH has been spending more on nation-wide advertising during 2012 than the company has ever done. It’s a pretty good response to complaints from networks, but whether or not it eases their concerns remains to be seen.
DISH’s Vivek Khemka, president of product management says that they were not thinking much about how network executives would react to the introduction of the “Auto Hop” functionality and were more focused on what consumers wanted. Khemka goes on to indicate that customer response appears to be positive judging by the response the company is seeing in online comments and on sites like Facebook.
If I may interject my own thoughts (when have I ever failed to do so before?) on this issue, I’m with Vivek Khemka. Consumers like myself are sick and tired of commercials. Perhaps it’s because I’m old enough to remember when there was a lot less commercial content on television.
These days it seems that there is nearly as much commercial content during the airing of a TV program than there is actual program content.
Since FOX is one of the networks that is speaking out against “Auto Hop,” I’d like to talk a little bit about last night’s airing of American Idol. The number of commercials aired was off the scale. It was literally a single performance from one of the contestants then a series of commercials, another performance and another commercial break. Rinse and repeat.
There are usually occasions when they allow two performances before they break for commercials but that’s definitely the exception and not the rule.
And what makes matters worse is that it’s the same commercials over and over again. How many times do they think viewers want to see the same commercials? It’s gotten to the point where my wife actually gets up off the couch and goes and spends a few minutes doing something else during commercial breaks that air on American Idol. And she’s the one that usually gets annoyed when I complain about commercials!
I know I’ve said it before but commercial advertisers could do themselves a favor simply by making their commercials more unique, informative and interesting. I’ve had it with bumbling dads making idiots of themselves, talentless furniture store owners doing their own commercials and bratty teenagers with smart phones.
If you want me to watch your commercials, make them better. It’s that simple. Lord knows, big car companies, cell phone companies and food manufacturers have the budget to invest in better advertising. How about it advertisers? Or perhaps you think that the public is too stupid to appreciate more informative and interesting commercials.
