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Mike Shaw, president of advertising at ABC, told MediaDailyNews yesterday that ABC has had discussions on disabling the fast-forward button on DVRs — so that people can’t skip the commercials.

Here’s what’s absolutely mind-boggling:

Wait, wait … the kicker is that he doesn’t think this would be any big deal to the audience. “I’m not so sure that the whole issue really is one of commercial avoidance,” Shaw said. “It really is a matter of convenience — so you don’t miss your favorite show. And quite frankly, we’re just training a new generation of viewers to skip commercials because they can. I’m not sure that the driving reason to get a DVR in the first place is just to skip commercials. I don’t fundamentally believe that. People can understand in order to have convenience and on-demand (options), that you can’t skip commercials.”

Link here.

Alex Eckelberry