Do you flip the channel when a commercial comes on? Or use your DVR to fast-forward through ads? Get a load of this U.S. patent application from Philips: "The apparatus and method comprises an advertisement controller in a video playback device that prevents a viewer of a direct (non-recorded) broadcast from switching channels when an advertisement is displayed, and prevents a viewer of a recorded program from fast forwarding the recorded program in order to skip past advertisements that were recorded with the program." Wait, there's more: "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." Of course, you still might use the mute button, or just flee the room screaming. Based on the Multimedia Home Platform, which uses digital flags to trigger interactive features, the "advertisement controller" may be built into DTVs, video recorders, cable boxes, satellite boxes, even Internet service. The patent app acknowledges that it may be "greatly resented."
