At present it can apparently only be used by viewers wanting to watch movies or programmes through a PC. But, given the speed at which technology develops, there is no reason to doubt that this sort of software could eventually be incorporated into a PVR and instead of simply fast-forwarding through ad breaks, they will simply be stripped out during the recording process.
One can only hope that this new wave of anti-ad TV technology will not turn into a tsunami and leave both clients and networks up the commercial creek without any viewers to paddle in what they peddle.
While global research is suggesting that fewer and fewer TV viewers are bothering to watch commercial breaks and with almost 15% of DStv viewers now owning PVRs, traditional ad breaks between programmes are still as popular as ever and certainly in prime time there seems to be no sign of major brands moving away from them.
Whether this is due to complete ignorance on the part of some brand managers or some sort of inherent faith or hope that TV viewers are essentially lazy and sit glued to the set during ad breaks, is largely unknown right now.
However, the burgeoning increase in interest from the marketing industry with regard to branded television and product placement quite clearly indicates that a lot of major players are very seriously looking at Plan B.
Meanwhile, TV channels cannot be blamed for sticking to the status quo and flogging traditional airtime spots for all they are worth as long as there are clients who are happy to rightly or wrongly pour money into it.
That there will be a transition from the traditional to something a lot more effective is an absolute given.
