With the ability to skip the commercials, it shows that the model is in demand and technologically we are there today where we can tell networks an broadcasters that we want to pay per channel, a la carte, or move to a model where we pay per year for each television we have in our house. A competitive rate of course, but with Americans willing to pay for television, but skip commercials can become a lucrative market, but even more so, that since most people are moving from cable TV which charges a lot for things we dont want and still full of commercials we can move to the networks directly and pay them more than cable providers do per customer. Granted, the cost we will pay is more than cable providers per customer, but still cheaper in the long run since we are no longer paying a middle man of franchise fees, box rentals, etc. This goes into the pocket of the network directly, producing television and less commercials. Thus, the commercial for revenue model will fade.

Also – it should be noted, that if the networks hated the Hopper so much as they claim, they would remove the time and signal codes in the broadcast signal that alert the devices like Hopper and DVR that the program is on break, beginning or ending, and a commercial comes on. It is much like a chapter search in a DVD, it signals to the device, there is a break. Networks control that. If they dont want us skipping commercials, they should take out those breaks in the time codes.

It’s about time someone had the audacity to say the long over eulogy over display advertising. RIP ads I look forward to your evolution!