Digital video recording technology - TiVo and its ilk - allows viewers to skip over ads.

TiVo is preparing to introduce services to help advertisers be noticed even when viewers skip through commercials on its digital video recorders.

DVR's also let viewers skip commercials.

The CBS programs to be sold on Comcast include commercials, but viewers can skip them.

The major film studios feared that the new machines, by letting viewers skip advertisements, would end up hurting television networks and thus their licensing revenue.

And viewers of those recorded shows skip about 70 percent of the commercials, said Todd Juenger, TiVo's vice president for audience research.

The machines enable viewers to skip commercials, allowing them potentially to catch up with the interrupted broadcast.

A network suffers if viewers routinely skip over its promotions for programs.

Her reference was to the personal video recorders that enable viewers to more easily skip television commercials.

And on many Web sites, viewers can't skip the video commercials, the way they can when using TiVo and other video recorders.