Dish Network (NASDAQ: DISH) is putting a little reverse spin on its ad-skipping "AutoHop" DVR feature for the Super Bowl.
Pigskin-averse viewers will be able to skip the actual game and watch just the commercials. The Reverse AutoHop feature will be enabled on satellite operator's Hopper DVRs after the contest is recorded and concluded.
In order to use the feature, Hopper-equipped subscribers must have the Prime Time Anytime feature enabled on their set-tops.
"This day is about two things: football and commercials, and for good reason--both are entertaining and our customers love them," said Vivek Khemka, Dish senior VP of product management, in a statement. "We've decided to flip our user-enabled ad-skipping feature on its head so customers can watch the ads uninterrupted the next day when everyone is talking about them."
Added Bill Koenigsberg, president, CEO and founder of media buying agency Horizon Media: "We have several clients running Super Bowl ads this year, and Dish's creative technology means more people will see those ads. Making these entertaining ads 'appointment watching' after the game puts the brands front and center for an even wider audience. Regardless of who wins the game, that's a win for advertisers and consumers."
For more:
- read this Dish Network press release
- read this Wall Street Journal story
- read this Advertising Age story
Related links:
Court rules Dish Anywhere does not infringe on broadcaster copyrights like Aereo
Dish's Hopper upgrade enables easier binging, lets users skip back to beginning of in-progress shows
Dish's new deal with CBS prohibits use of AutoHop DVR feature