Meanwhile,

Phillips (UK Electronics, for US readers who might them with a gas station) has applied on March 30, 2006 for a patent for:

QUOTE:

Apparatus and method for preventing switching from a channel during an advertisement display
Abstract
An apparatus (270) and method is disclosed for preventing a viewer from switching from a channel when an advertisement is being displayed on the channel. The apparatus (270) and method comprises an advertisement controller (270) in a video playback device (150) that (1) prevents a viewer of a direct (non-recorded) broadcast from switching channels when an advertisement is displayed, and (2) prevents a viewer of a recorded program from fast forwarding the recorded program in order to skip past advertisements that were recorded with the program. A viewer may either watch the advertisements or pay a fee in order to be able to change channels or fast forward when the advertisements are being displayed.

END QUOTE

At Gearlog, posted on Friday, April 21, 2006 4:08 PM, the comment has been edited to show that after the original was posting, Phillips has released a "Press Bulletin" that firmly stated: : "Philips never had the intention to force viewers to watch ads against their will and does not use this technology in any current Philips products, nor do we have any plans to do so."

… … … … Yet?

… … … … Now?

… … … … When?

I trust that this rapid-fire competition between US and UK to advance science and technology won't overwhelm the simple souls who "just want to have fun."

John