To watch an iPhone TV ad is to watch a 30-second product demo.

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The features provided by its Hopper DVR are not default features and a viewer has to engage with the system in order to record primetime shows and watch them ad-free.

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The chief appeal of the ad-supported business is letting fans watch whatever they want, whenever they want.

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After then-pop cultural sensation Gossip Girl failed to garner ratings to match its buzz, the network decided to yank new episodes from the CW website to see if, left without the convenient digital option, viewers would watch it on ad-supported live TV.

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Watch a 20-second ad, for instance, and you win three megs of data.

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The capper: I don't watch commercials--except for that Gap ad with the Earth, Wind and Fire song "September" in it.

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According to a recent study cited in Ad Week, only 40% of adults between 18-24 watch television programs at their broadcast scheduled times.

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In a recent interview with the trade journal Cableworld, Jamie Kellner , CEO of Turner Broadcasting, a unit of AOL Time Warner (nyse: AOL - news - people ), not only suggested that ad-skipping is "theft" but also argued that TV viewers are under some kind of contract to watch advertisements.

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