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The face of the new Philips(PHG) - a kinder and gentler technology?

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Philips(PHG) the "diversified electronics" company is putting their boot in the faces of TV viewers as it has developed technology that will stop people from changing channels to keep from watching advertisements and fast forwarding through the advertisements they have recorded along with their program.

According to newscientist.com:

"Philips suggests adding flags to commercial breaks to stop a viewer from changing channels until the adverts are over. The flags could also be recognised by digital video recorders, which would then disable the fast forward control while the ads are playing.

"The secret, according to a new patent filing, is to take advantage of Multimedia Home Platform - the technology behind interactive television in many countries around the world. MHP software now comes built into most modern digital TV receivers and recorders. It looks for digital flags buried in a broadcast, and displays messages on screen that let the viewer call up extra features, such as additional footage or information about a programme."

When you read the patent, Philips recognizes that this could be "greatly resented by viewers" because the result very easily could be considered a breakdown in their equipment. So what is their answer to this? The new system could produce a warning screen when it begins the process of enforcement of advertisements upon the viewers.

Another thing that is mentioned in the patent is that the system could be used to force viewers to pay for the privilege of going back to skipping advertisements.

I would love to hear the discussion that prompted Philips to even think of doing something this stupid. They are already backpeddling and trying to cover their butts.

Here's what they say:

"Philips never had the intention to force viewers to watch ads against their will and does not use this technology in any current Philips products, nor do we have any plans to do so."

Oh the old "unintended consequences" defense. Sorry, it's too late. I hope if you read this that you take it and spread it everywhere so screwballs that want to develop these type of technological weapons to use against consumers can pay for it dearly. That's the only way they will learn. Spread the news!