IBM patent forces adverts on DVD viewers

 

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By Matthew Sparkes

Posted on 26 Nov 2007 at 10:36

IBM has filed a patent for a DVD system that can force users to watch adverts during films. The device would play back a DVD movie as normal, but pause at certain points to show adverts that cannot be skipped.

There would be no way to fast forward these commercial breaks, although users would be given the option to upgrade to an advert-free version using the player.

Advertisers could either pre-load the adverts on to the disc, or download the latest clips from a central server. "Moreover, different commercials may be played at different times of the day," the patent states. "The time of day at which a commercial is played may be based on the viewing time of the DVD, which may include viewing a commercial when playing the DVD during daylight hours, and playing the DVD without commercials during certain days and times such as late nights and holidays."

The device could be used in both sales and rental markets. DVDs could be sold at a reduced price with adverts inserted, and rentals could be cheaper or even free, supported by advertising revenue.