By Tony Smith for The
Register.
This article has been reproduced with permission.
"A viewer may either watch the advertisements or pay a fee in
order to be able to change channels or fast forward when the
advertisements are being displayed," Philips' potential patent
states.
Philips' application
spotted by New Scientist magazine was
originally filed in December 2003 but only recently made available
online. The filing outlines how digital flags would be transmitted
with the adverts a TV, PVR, DVD recorder or other receiver
would detect the flag and ensure the ads are shown no matter
what.
The system uses the Multimedia Home Platform standard for
embedding interactivity into digital video broadcasts.
Philips admits this might by "greatly resented by the viewers"
and suggests broadcasters and device makers present suitable
warnings when the flag is detected and used. It acknowledges that
the "manufacturer of a video display device (such as a set top box)
has no way to ensure that a program broadcaster will notify the
viewers and explain why the viewers are no longer able to switch
channels during advertisements".
That probably explains why an idea first mooted in 2003 still
hasn't made it to market. Let's hope it never does.
© The Register
2006
