Philips Electronics has just filed for a patent on an invention that I am sure you will hate and curse the day it was invented. To be succinct, this new invention will prevent you from changing channels on your TV when ads are running, thereby forcing you to watch them.
How is this possible? The secret, according to a new patent filing, uses Multimedia Home Platform (MHP), the technology behind interactive television in many countries. MHP software also comes built into most modern digital TV receivers and recorders. It looks for digital flags buried in a broadcast, and displays messages on screen that let the viewer call up extra features, such as additional footage or information about a program.
Philips suggests adding flags to commercial breaks to stop a viewer from changing channels until the ads are over. The flags could also be recognized by digital video recorders, which would then disable the fast forward control while the ads are playing.
Philips acknowledges that this invention may be "greatly resented by viewers" who could initially think their equipment has a problem. One of their suggestions is that the new system could throw up a warning on screen when it is enforcing ad viewing. They also suggest that the system could offer viewers the chance to pay a fee so that the ads can be skipped.
Are you kidding me? I pray that this ridiculous invention never sees the light of day in modern technology. It is an affront to personal freedom and the right to control one's own life. I find it ironic that Philips recently abandoned their advertising slogan, "Let's make things better."
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