While MSOs risk losing some of their DVR customers if fast-forwarding were blocked, Shaw said the cable operators--who are beefing up their own local ad sales operations--"are in the same business we're in." "They've got to sell ads too," he said. "So if everybody's skipping everybody's ads, that's not a long-term business model for them either."

Don't buy the network exec's bullshit about DVRs destorying the broadcast business model. The business model isn't going anywhere, it just needs to change. 8 minutes of interlaced ads in a 22 minute show just doesn't work anymore.

A change in the broadcast business model also happened back in in the 50s and 60s. Before that, one company like Jello pudding would sponser an entire show for an entire season. They are called soap opera's for a reason! But that model stopped working when people had more choices. Companies had to places their TV ad dollars in more baskets to get the same amount of exposure. I wonder if network execs bitched as much then as they do now.

Business models shift, but they rarely disappear. Stop issuing press releases about how you fail to understand basic business theories.