According to an article over at http://www.engadget.com” href=“http://www.engadget.com/entry/7313298220818521/“>Engadget, the next target for pop-up advertising might be your digitial cable service.

Since everyone loves pop-up ads on the Internet so much, a company called MyDTV is working on a system called ContentIQ that would bring them to digital television, as well. You could be watching a show and an ad could appear for a pay-per-view movie starting in a few minutes. Supposedly the pop-ups would only be for programming that matches viewers’ pre-defined “profile”, but obviously it could be used to insert advertising for anything, and in the post-TiVo age, this might prove a little too tempting for networks trying to shore up revenues.

Ugh. Just checked the MyDTV website and here’s what the official blurb had to say:

How does it work? CONTENT IQ’s unique architecture connects directly to programmers’ production systems. This enables access to the most comprehensive, real-time program information available - including segments within shows. MyDTV, Inc. automatically generates metadata from this information and continuously broadcasts it to the viewer’s digital receiver. When upcoming programming matches the viewer-defined profile, a recommendation pops-up on whatever channel the viewer is watching. The viewer can then click on the recommendation to access the desired channel or continue watching current programming.

A top 5 cable operator rolled out the MyDTV solution in Southern California. The usage and positive impact on churn rates and PPV were impressive:

• 87% used the MyDTV solution
• 83% switched channels at least once when prompted
• Churn rates improved by 35%
• PPV buy rates increased 40%

Example
A Mel Gibson fan is watching a news program. An on-screen message recommends the viewer watch “Mad Max Beyond Thunderdome,“ which will air on a PPV channel in one minute. The viewer may then choose to click on the alert to tune to the movie. The viewer is happy because he saw a recommendation to see his favorite actor and is willing to pay the $3.95 to watch the movie as a result.

Oh yeah, I’m definitely not looking forward to widespread adoption of this technology. Hopefully there will be a way to turn that crap off seeing as I never used PPV services on my cable system as it is.