BSkyB offers prospect of ad-free viewing

The satellite group BSkyB has patented new technology that allows television viewers to record favourite programmes without any ad breaks.

Sky Plus, the satellite broadcaster's current personal video recorder (PVR), allows users to skip through advertisements. However, even when played at 30 times normal speed, the commercials can still be seen by viewers.

Using technology licensed by the Patent Office last year, Sky could offer a service that allows viewers much greater control. One patent, filed in August 2000, allows viewers to "interrupt the recording of programmes so as not to record adverts, for example".

It could also allow viewers to edit shows so that only favourite acts were recorded from music programmes.

The broadcasting industry is talking to regulators about greater use of product placement, which is a growing feature of US television screens but outlawed here.

The company hopes that a quarter of its expected 10m subscribers will sign up to Sky Plus by 2010. The service at present has 400,000 subscribers.

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