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Viewers who like to avoid advert breaks by fast-forwarding through them or making a cup of tea, will no longer be able to avoid them under new plans revealed by ITV.
The broadcaster is developing a form of advertisement that is embedded into programmes, showing logos or messages in clear spaces such as blue sky.
The new technology is known as 'automatically placed overlay advertising' and has been developed by Californian company Keystream.
It is being tested on some of the news footage shown on the ITV Local website, with logos from USwitch.com and Freesat appearing in the background. If well-received it could be rolled out onto ITV's television programmes.
the redoubtable European giant has developed a way to keep television free for the masses for the foreseeable future—a patent application for a device which prevents a user from changing the channel during commercials.
To put it bluntly, the television industry has been having some economic problems of late. The classic model of running a commercial break every 10 or 15 minutes during a program is breaking down as consumers discover the joys of avoiding ads through channel surfing and outright skipping via digital video recorder.
ITV is axing 1,000 jobs in a cost-cutting drive after a £36million slump in its profits this year.
The broadcaster admitted it plans to cut almost a fifth of its 5,500 workforce by next March.
Around 430 posts are to go at its regional news operation, which has already been earmarked for a £40million cost-cutting drive.