by Carol Hoenig

Created on: March 06, 2007   Last Updated: March 17, 2007

Historian and author Randall Stross had written in the Amherst Times about commercials and how advertisers are trying to make sure they are being watched, even in the privacy of our home. In the not too far future it appears that the only way consumers will be able to avoid the tedious interruptions is to pay a fee. Something seems very amiss here, but at the speed the digital world is growing the industry is rapidly attempting to figure out how to force viewers to watch the sponsors who are bringing the programming into our houses. It's all moving so fast, but if a patent for a new kind of digital video recorder gets approval, it will mean that the fast-forward button on the remote will be blocked. Imagine.

This reminds me of when cable television first came on the scene. I recall it being promoted as commercial-free, as long as viewers were willing to pay. It wasn't long before I was watching videos and full-feature movies without interruption. However, I was immediately miffed when in between Duran Duran's Hungry Like the Wolf and The Police's Every Breath You Take was a block of commercials. I have little recollection what those ads were, but I had been under the impression that since I was paying to bring the programs I wanted into my home, I wouldn't have to watch the commercials. Now, I am paying for stations that are nothing but around-the-clock advertisements. Infomercials are created not only to educate me on specific products, but to entice me to buy them by calling the 800 number. "And if I call right now...." Well, you know the rest.

Whether on television, the lengthy albeit unsatisfying foreplay to a movie at the theatre, or the pages upon pages of slicks in magazines, how effective are these advertisements? In reality, I do know what company the gecko advertises, but I am very happy with my car insurance company and do not have plans to switch. I buy shampoo that my hair dresser recommends without being prompted by the orgiastic moans of an actress who's running her hands through a lathered head of hair. There's something to be said for word of mouth and little for manipulation.

Remember, too, when author Fay Weldon was commissioned to sprinkle her novel with references for Italian jewelry from Bulgari ? Her contract stated that she was required to write a dozen mentions of its products in her novel. I was horrified to read about such possibilities. Authors who care about their stories and being true to their characters have a difficult enough time getting readers. If commercial entities are going to begin paying those who care little about what this really means, it will be all the more difficult to publish quality literature.

So, it concerns me that we will have to pay in order to avoid commercials. How much, is the question? If we are going to be charged a hefty fee, chances are most people will agree to the terms. But, just because we will not be allowed to skip the commercials, it does not mean that we will have to sit and watch them.

Not yet, anyway. Just how far Big Brother will go, only time will tell.

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