While digging through the US patent website, I noticed that IBM has filed an application to place non-skippable DVD commercial advertisements. It’s hard for to believe that there isn’t prior art for this already but, according to the application, commercials can either be updated via the internet or they can be embedded directly on the disc:
A method wherein contents of DVDs may be restricted based upon purchased certificates is provided. The certificates allow for secured information on playback. Specifically, whenever a DVD is to be played, a certificate is consulted to determine whether the content of the DVD should be played with or without commercial interruptions. If the certificates provide for commercial interruptions, then commercials can be obtained from an online service that renders commercials on demand, or from the DVD itself. In such a case, the content of the DVD may be interspersed with commercials.
I’m usually a fan of new DVD technology, but I’ve got mixed feelings about this one. Every now and then, I’ll come across a DVD that won’t let me skip past the previews and it drives me absolutely nuts. If I’ve already paid for my content, then should I be forced to watch advertisements? It makes me feel like the studios are double dipping.
On the other hand, I could see plenty of advantages in ad- upported DVDs. There are lots people who aren’t willing to pay money to watch a DVD. If they can catch up on a series by dealing with the ads, then this technology could introduce time shifting to an entirely new audience. It could also open up new distribution channels to content providers. For example, if McDonalds included ad supported Disney flicks into their Happy Meals, I wager that they’d reach more viewers than Friday nights on ABC.