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No Fast-Forward For Disney On-Demand

by Terrence O'Brien on May 9, 2007 at 10:29 AM

Disney has struck a deal with No. Three cable provider Cox that will make ABC and ESPN programming available on demand -- but with one caveat: The deal requires that Cox turn off the ability to fast-forward through commercials shown during Disney-provided content.

The deal is an attempt by Disney to win back the advertising dollars that have recently fled TV in the wake of the increasing popularity of DVRs and on-demand services, which let users skip commercials completely. Though the unavoidable ads will appear during on-demand versions of such shows as 'Lost' and 'Ugly Betty,' this agreement does not affect content recorded on your DVR. Of course, that begs the question, "Then, what's the point?"

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Tags: cox, disney, vod

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