File this under either ‘clueless’ or ‘panic’. ABC & COX are experimenting in Orange County, CA, ( mmmm The OC maybe they can rope Fox into this ) to kill the fast-forward option in certain prime-time shows and a nice chuck on ESPN programming. The MediaPost story is here

This quote from the ABC excutive is humorous “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.”
Yup, file under clueless. We finally have control. Yes time shifting is a factor, but in our household commercial avoidance is the driving factor - The networks are bombarding us with messages that make the shows unwatchable. My 10 & 8 year old already know to DVR a program and fast forward through the ads - it cuts the viewing time by about 1/3 leaving more time. There is so much inappropriate content in advertsing for children as well.

Indeed, we have control and use it.