"TV will come to resemble a magazine, where consumers no longer just 'watch' TV, but 'consume' TV through the choices of programming that they will decide to make." - Jen Soch, VP at Publicis Groupe's MediaVest

Commercial skipping is not the primary impetus for DVR users. About 30 percent said they never used the device to avoid commercials. TV is still passive. People don't want to work too hard when they're watching; speeding up and slowing down is considered work." - Artie Bulgrin, senior VP for research sales and development at ESPN

"The 30-second spot is not dead; it may be wounded among the DVR set, but it's not dead. For the majority, they do not want to sit with a remote. Plus, people will still want to watch a program live--or at least the night it airs--so that they can talk about it in the morning." - Rachel Mueller-Lust, VP for sales research at ABC Television Network

People don't want to watch TV with a remote?!? I'll give you that people would rather have software skip the ads for them, but I don't see any way the industry can stop this short of being on the right side of an INDUCE act. If they don't offer customers a better product, they will find themselves in the position of the RIAA and MPAA... suing customers to maintain their loyalty.