Stand up. Wave your arms. Say McDonald's. To get rid of the burger on screen.

[TWRoO]

huiii said:

I find the idea to skip the comercial if you know it (say the brandname) interesting.
its a win for the company that advertises, since it makes sure you know its product by hart, and for you since you can skip it you dont have to watch the (whole) comercial a thousand times over again.

Also i dont think saying "McDonalds" (or whatever) to your tv is that much to ask. It's actually a game i sometimes play with my brother while watching tv: who recognises the comercial first.

So as long as they don't just fill up the time you gaind with other comercials i'm ok with it.

But thats just me

I like my adverts to be ignorable, and given this is Sony (who don't make any scheduled TV) these ideas are probably meant as an extension of the patent someone posted on here a couple of months ago that stops you mid game. (or more likely appears when you start your game or in places where loading screens are) Or else put up before streaming media... In other words these adverts will be placed where we didn't even have to put up with adverts at all a few years ago.

And if the idea was used for scheduled TV the allotted time for adverts would still have to be the same anyway... so any advert skipping would be replaced with another advert.