For 12 hours last night CBS pulled their content from Dish Network as the two corporate giants battled it out in the field of contract renewal negotiations. The word was that the hurdle in the negotiations was CBS’s sports channel. But now that the net is back on the sattelite provider, we hear that one of the lagging contention points was The Hopper.
CBS wanted Dish to disable the automatic ad skipping feature on the device, and that was one of the snags in the contract talks. And it seems that CBS got what it wanted. CBS asked and got what they wanted, and that is that Auto Hop will be disabled on CBS for seven days after a show premieres in primetime. That is a hugely critical time period for advertisers and their billions.
That is what this was about. TV ads.
The Hopper is Dish Networks (awesome) DVR service. It can record up to eight incoming programs while you are either watching live TV or watching something else from the DVR, from whatever room you want. You can even start a replay in one room, and change rooms, and pick up where you left off in another room.
When The Hopper came on the scene with its ad skipping technology, they were sued by everyone. Dish then changed things so that it would not skip ads during primetime. Now it seems that that CBS figured out how to defeat the enemy of the advertising dollar, The Hopper, and had the feature disabled on their network.
What that means that instead of letting the DVR do the automatic skipping, you will have to use your remote finger to skip or fast-forward through the noise.
CBS has a tiny point, a point that is a source of angst for many TV viewers. The advertising dollar is the only reason you get any kind of “free” TV. That, and all the carrier fees they charge cable, satellite and streaming services so you can get your TV.
And CBS has the clout, considering they use their multi-billion dollar income from advertisers to pay for what they provide.
But there’s a contingent of folks that hate TV ads. They stop watching TV altogether or use their DVR skipping functions copiously to skip ads.
To me, ads are like laugh tracks. Someone is telling you how to feel about something. Ads do the brainwashing and the masses buy those products. Then the advertisers see and reap profits from this and pay TV networks to advertise their wares.
THIS is why, despite a decline in advertising dollars, the broadcast and cable networks reaped in $18 BILLION for the 2014-2015 TV season alone. Yes, that number is per season. The four big networks netted about half that bunch while cable networks got the other half.
So there you have it.
CBS won and got what they needed from Dish. We, the commodity, NOT the consumer, became the contention point because they need to feed their ads to the commodity called the consumer. Hence why I call this a site about “consumer entertainment.” Becuase we may love our TV, but we’re still a commodity to the networks and nothing more.