Cable channel FX plans to show what it calls the first U.K. ad designed for viewers who use digital video recorders to avoid commercials.
The ad for Showtime's new drama "Brotherhood" will show a single image on the screen for the entire 30-second slot, and therefore retain its "sales message" when viewed even at the 12-times speeds enabled by digital video recorders, or DVRs.
as higher numbers of consumers watch TV programs when they want, using such recorders and often skipping the commercials.
"There are a whole host of issues that broadcasters and advertisers are currently facing and about to face that are going to irrevocably change the business," said Jason Thorp, senior vice president and deputy managing director of Fox International Channels U.
K., a division of News Corp.
"A creative response will be the only solution to all of them," he added in a statement Friday.
FX noted that when it showed drama series "Sleeper Cell" in April, one-third of the ratings for the pilot episode were from viewers watching a digitally recorded version.
The DVR-aimed ad will run Sept. 22.
News RSS