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Don't touch that dial

Healthcare Strategist Trend Watch, April 28, 2006

Talk of new technology that would allow broadcasters to freeze a channel during the commercial break so that viewers could not flip to another station had marketing and advertising pundits buzzing this week.

Although the Netherlands-based Royal Philips Electronics has applied for a U.S. patent on the device, which would work with a consumer's television set to freeze channels during a commercial break, the company said its intention was never to force viewers to watch ads against their will. Rather, it would allow them to choose to either watch a movie with ads for free-or pay a fee to skip them.

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