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Time-shift not used to skip ads, reckons ridiculous report

Perhaps the most laughable entertainment study of all time has just been published, concluding that time-shifted TV does not in fact reduce the number of advertisements watched. We must have read the report 100 times, all the while pinching ourselves just to make sure we weren’t dreaming – while imaging the authors patting themselves on the back in the belief they have uncovered something groundbreaking. Ask anyone with time-shift what its primary use is and they will say, without hesitation, the luxury of skipping ads. It really is brown trouser time for the pay TV industry with straw-clutching findings like these. The research really has its wires crossed and seems to be based entirely on live TV, so it’s no…

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