Who could sketch a better cartoon of an utterly clueless media executive than ABC's real-life president of advertising sales, Mike Shaw? Yesterday, Shaw told MediaDailyNews that his network has been talking to cable operators about disabling the fast-forward button on their DVR's to prevent commercial skipping. But, the kicker is that he doesn't think this would be any big deal to the audience. "I'm not so sure that the whole issue really is one of commercial avoidance," Shaw said. "It really is a matter of convenience -- so you don't miss your favorite show. And quite frankly, I'm not sure that the driving reason to get a DVR in the first place is just to skip commercials. I don't fundamentally believe that." This in spite of the fact that ad skipping is one of the top reasons why people use DVR's. One-third of prime-time viewing is now devoted to ads and station promos. No wonder people are bummed. When will network executives and agency’s realize this?
Ladies... Please, do not squeeze the remote!
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