TV ads under threat as ad-skipping technology unveiled

LONDON – Television advertising could be set to disappear in some arenas thanks to a new technology, dubbed the Intelligent Content Engine and unveiled today by inventor Peter Vogel in Sydney, which removes TV ads from digital set-top boxes and PVRs.

The technology, due to go on sale in November, will perform a number of enhanced functions. First and foremost is the Intelligent Content Engine's Ice Skip, which will be able to automatically skip ads when playing back a recorded programme on a PVR.

The technology also has the ability to control the volume level of ads, dubbed Ice Hush, or skip to another channel for the duration of the ad break in Ice Surf or simply blank the screen out when the ads are playing in Ice Ad.

At present, the system only works with free-to-air digital broadcasts and is still in need of an extra £2.3m before the first Ice-enabled set-top boxes can go on sale in the Australian market.

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