Commercials have always been perceived as necessary evil. TV viewers hate commercials butting into their favorite shows. They don’t like their attention to be distracted. More often than not we have heard ourselves curse out aloud when a particularly dramatic moment is interrupted by a commercial. With the coming of dish network, that is looking to change. Direct video recorders, a much-hyped feature to satellite TV channels, have the option by which you can completely do away with commercials. DVRs are programmed to record live dish TV by leaving the commercials aside. This feature, though much publicized, is also proving to be a bother for direct satellite TV service providers. Why? Let’s find out.

Commercials are where dish network channels make money. To stay afloat in the times of rising costs, it becomes important for satellite TV service providers to gather more money out of ad revenue. If they fail to do that, the consumer’s bill will be bearing the brunt of it. Ad revenue is generated through the use of commercials. Advertisers pay for air time on dish TV, the more popular shows obviously charging more from the advertisers. However, if consumers watch the shows without watching the commercials, their entire purpose is defeated. The money that they are paying to these channels is making no impact on their own sales. This becomes a lose-lose situation for the advertisers.

The dish network providers, on the other hand, have a strange problem on their hands. DVRs are their USP. They market and promote their services on the magical abilities of the DVRs, which includes recording live satellite TV without the commercials. They cannot highlight that if they have to keep the advertisers happy. As a consequence, they are trapped between the devil and the deep sea. They are resorting to highlighting the other features of the DVR like its ability to record or play or pause live TV.

That is not all. Recent studies have revealed a peculiar trend among the dish network viewers. It seems consumers like commercials when they are watching a gripping drama. The ad breaks leaves them time to analyze the situation themselves and draw enlightened conclusions. The breaks also renew their attention span. They can get back to their satellite TV show with a fresh mind and enjoy the rest of the show. As an intermission in a movie does wonders to the attention span of the viewer, the commercial breaks do something similar. If you in the midst of something like a detective series, the ad allows you to think it over and do some sleuthing on your own. All these aspects have made dish network commercials something of an enigma.