Networks have sued Dish Network
for its Hopper
feature, which allows viewers to skip ads broadcasted by Networks with the touch of a remote control button.
Dish quickly countersued, claiming breach of contract by the Networks, since ‘auto-hopping’ still ‘preserves’ the ads in the recording: it’s the consumer who chooses whether to view them or not.
Stay tuned to see which will take a bigger hit from Dish’s hop-or-not approach to Network advertising: Network ad revenues or Dish’s accessibility to Network broadcasts.