While ITV has been in the headlines over the last few days because of a multimillion pound cost cutting exercise it looks as though the group has a few tricks up its sleeve to increase falling advertising revenue. In a move which is likely to cause major upset to those viewers who like to skip channels while the adverts are on, there may be no escape. So how will the new system work?
Even though ITV has denied plans to introduce the system to their TV channels it is already being trialled on the news footage on their website. The system will actually see adverts appearing while programs are being viewed with a special software package able to locate and use blank areas on the TV screen.
For example, if there was a dark blank wall on an episode of Coronation Street the system would be able to superimpose a picture of a McDonald's logo for example. The system is designed so as not to interfere with the actual smooth running and viewing of the footage in question, but does make use of blank areas of the screen.
Thankfully the system is not yet legal on TV channels under Ofcom regulations but it seems as though there are plans to change the regulations in the not too distant future! |
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