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It’s being reported that ABC executives want DVR companies to disable fast-forwarding during commercials.

Much has been made about the ability to skip commercials with your DVR. Since TiVo is the originator of the DVR and its main innovator, it has become the verb to use when you want to save something to your DVR. “I’ll TiVo it”.

Sure, the ability to skip commercials is great. I can watch a 30 minute show in 20 minutes. 1.5 hours of TV becomes 1 hour.

But are the networks aware of TiVo’s biggest threat?

Newer TiVo boxes can connect directly to the internet. Since they are internet enabled, they can download internet content. Combine that with the hard-drive and on-demand abilities, and Tivo is now a television network. Maybe even the television network.

How does it work?

Another way to describe a TiVo is “a box that saves your favorite content, whenever it is played, and allows you to watch it anytime you want.” This is the way many people watch TV. The network is irrelevant. With some marketing savvy, any show could bypass the network gatekeepers and go direct to TiVo. RocketBoom did – and the resulting talent fallout shows a glimpse of what happens when the network is no longer relevant. The balance of power shifts to the talent, or at least equalizes it. Not only will networks lose viewers, they will have to compete on lower margins for high-quality content.

Imagine a future where the web powers the marketing of new shows. Sites like Digg and YouTube will allow dedicated fans to “dig” out the gems and present them to your TiVo. If you like them, subscribe to the show. Gatekeepers need not apply.

TiVo can win because it can be the bridge between the internet and your TV. People still like their TVs. People like on-demand. People don’t like most of what the network chooses for us. People don’t like when the networks tell us we have to watch a show. Shows will need to think creatively about how to monetize their content. Embedded ads? Product placement? Subscriptions? Donations? Those who win will be those who figure all this out.

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Here's a great case study in how blogging can really crank up your search engine rankings:

Guy Kawasaki author of the brilliant book The Art of the Start, started his blog on December 30, 2005. In just five months, he has managed to gain a 7 pagerank (1 higher than his regular website), along with over 4000 inbound links (3800 higher than his regular website).

Now, go do a Google search for Kawasaki. You see at #1 Kawasaki USA, a company with $11 billion in sales globally. At #2 is Guy Kawasaki's blog, and at #6 is his regular site.

Now, let's compare pagerank and inbound links for Guy's Blog, online since the December 30, 2005, and Kawasaki.com, online since December 19, 1996.

PageRank:
Kawasaki.com: 6
blog.guykawasaki.com: 7

Inbound Links:
Kawasaki.com: 809 (8 per month, roughly)
blog.guykawasaki.com: 4040 (800 per month, roughly)

Traffic:
Again, this is not even a contest. Look what happened on the right side when Guy started his blog:

In the 4% of the time that Guy's Blog has been online compared to Kawasaki Motors, guy has a higher pagerank, and has managed to get five times the number of inbound links. My guess is that the only thing keeping Kawasaki USA at the top of the search is that they have the kawasaki.com domain name.

On another note, as I was searching through the Kawasaki USA site to get sales figures, I ran into their "linking policy" (I am not allowed to link directly to it without filling out paperwork):

If you would like to link to Kawasaki’s Web site, please read and comply with the following guidelines:

Any site linking to Kawasaki’s Web site:
* May link to, but not replicate, Web site content
* May display the Kawasaki Web site content in a separate browser window, but should not create a border environment around the Kawasaki Web site content or launch the Kawasaki Web site in a frame within the linking party’s content
* Should not imply that Kawasaki endorses the party’s site or products
* Should not misrepresent its relationship with Kawasaki
* Should not present false information about Kawasaki products or services
* Should not contain content that could be construed as distasteful, offensive or controversial, and should contain only content that is appropriate for all age groups

If you would like to link to Kawasaki’s Web site, you must do the following:

* Print out the PDF file below
* Read and complete the entire Web site Linking Agreement
* Sign your name at the bottom of the agreement, By signing this document, you agree to be bound by the terms and obligations set forth herein
* Fax the completed Web Site Linking Agreement to (949) 460-5755
* Use the approved logos below

It's any wonder they managed to get 800 links.

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