smooth wombat writes "ABC and ESPN, both owned by Disney, have struck a deal with cable operator Cox Communications to offer hit shows and football games on demand, but with the condition that Cox disable the fast-forward feature that allows viewers to skip ads. This is the first agreement of its kind. It only applies to Cox's video-on-demand service and will not affect viewers using DVRs to fast-forward through ads. The companies will also test technology that will place ads in shows based on ZIP Codes and geographic area, and 'freshen' the ads with new ones every few days."
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