Let's have it right. The majority of people who watch TV want to watch a film, documentary, sports, etc. without some nerd embedding an advertisement in there....technology gone mad...leave the public alone for once "Ad-Man" !!!!

Steve, Cheadle,

itv arent really developing the technology are they, theyve just brought it in from california.

do british companies not invent anything anymore?

will, grimsby, uk

'New Technology'?
Americans have had this on their shows for quite some time.
If ITV have looked into this and it is already in place elsewhere I expect it will happen. Just hope the ads are smaller. Regardless of all the comments I doubt the drop in viewers would be anywhere near to significant.

Tim K, Salisbury, UK

Pity you cant watch TV through Firefox with Adblock Plus
oh wait...you can :p
And anyway, who watched ITV nowadays, it's tat

Phill, The Wirral, England

The problem isn't adverts - people realise they fund the programming and accept that. It's *too many* adverts and trailers, becoming so intrusive that they make you positively angry. The TV business is selling itself too cheaply, and they and the advertisers need to realise that.

Paul, Bath, UK

I stopped watching commercial tv around the time I began downloading all my favourite shows from bitTorrent trackers... no ads at all.

Alastair Johnson, Alicante, Spain

I may be wrong, but I read this as the introduction of a form of subliminal advertising - and I thought that was banned in this country?

Stephanie, BILLINGSHURST, UK

If viewers are fast forwarding thru adverts, they obviously don't want to be harrassed by them. Forcing adverts upon viewers by preventing viewers from avoiding them altogether must be an infringement of human rights. It removes the viewers choice.

john coles, southport,

This is ridiculous - the ability to 'lose yourself' in a tv show would be completely lost by the presence of adverts everywhere, and so much of the point of watching would be lost. This will just lead everyone to watch full shows online or on DVD, and continue the decline of the TV show.

Mari, Vancouver, Canada

lol - it's not either or - we'll get both

mark, menstrie,

The worst has to be those pop up messages near the end of a movie, just as it reaches its climax and I am totally engrossed in the film ... only to be brought back down to earth with a bump as a message tells me about the program that follows next. Completely spoils the film for me. Can you imagine being engrossed in a film or program with adverts constantly appearing. I barely watch TV as it is, so such adverts would force me to abandon television completely.

David, Nottingham, England

what is your problem? would u rather sit throught 5 mins of adverts, or just see a product pop in and out of a show.

mario carroll, northampton, england

I find it entirely the fault of American influence that ITV're even contemplating this idea. The technology is made by Americans, for American TV where they have hundreds of channels, not 5 (terrestrial), 35(Freeview) or however many cable/satellite channels.

I for one will boycott ITV for this.

SK, Manchester, UK

Abolish television outright. We viewers will never win. It's now either inescapable adverts on ITV, or trite PC rubbish from the BBC.

I'll stick to reading books. At least, I will until they figure out a way to interrupt each chapter with ten pages of adverts for lawyers, loans and cosmetics.

Robert, York, UK

Oh dear, another nail in the coffin for ITV. When this fails, what next? send the boys round with baseball bats to make you buy the allocated products? actually? products? WHAT products? 75% of TV adverts these days sell nothing.. insurance, banking, comparison sites? .....*button*.....*OFF*

Phil J N, Liverpool,

itv obviously desperate for cash. be interesting to see if the revenue from this lunacy will cover the lost viewers. i dont care how 'subtly' they paste a tampon add onto a blank wall in The Rovers Return it's just madness.

john, london, uk

ITV are allowed 2 and Sky just do it..why are there nearly 20 minutes per hr of adverts? Audiences dropping because of this.Bad programmes are worse and good programmes are bad by constant interruptions Surely ITV bosses can see law of diminishing returns applies. More adv less viewers less adverts!

Tony, Biarritz,

I am not one who cares about the title roll on a tv show but i know some people dont like it when they trail the next show, when i was in the state last week i noticed that they now sometimes show the teaser portion of the next show in a split screen with the titles of the last... what a nightmare.

Kevin, London,

Typical drivel from advertising geeks who consider viewers as little more than cattle. Do it at your peril ITV - I for one will not watch your channel if you do this.

Alastair Cannon, Bracknell, UK

I am sure copyright owners of material will love their programmes being adulterated in this way, its bad enough with the sponsorship bits at the start/end.break. Next stop a machine to cover over adverts in programs. Please ITV grow up!

Barry, London, Uk

Looking at the comments so far i'd say ITV are invensting in a technology which will accelerate the reduction in profits that they are currently seeing?

Pretty funny

Michael, Coventry,

On the whole I think this would be mildly annoying much as the overlaying of channel logos is mostly mildly annoying but chances are that just as the channel logo at times can be intrusive I think this would also be causing me to switch channels or switch off. Thank goodness for the BBC!

Rick, Surrey,

Tough call. Honestly, I despise ads and their ridiculous jingles and personalities. I suppose I'd rather see a MAC logo on the side of a building than sit thru an entire Steve Jobs brainchild during the breaks.

Lance, Norfolk , USA

Well the solution is easy - just flowchart it - Is there anything worth watching on Commercial Television? -NO -end of problem. YES-get a life.

david devonport, Great Yarmouth, UK

I thought sublimable advertising was illigal in this country, besides which we are all skint so can't buy it anyway!

Dave Farmer, Broxbourne, England

Criminal - I thought over-endebtedness was a problem in Britain, would any Government allow the problem to continue? - No more ITV at home! Have we become such morons that most of us no longer understand underlying causes of problem? Or the polititians so corrupt they let this go through?

E Phillips, Guildford,

Utterly ludicrous. Bye, bye ITV then, I shall simply not watch it.

Liz Flynn, Exmouth, UK

If I own a television set purely for the purpose of watching DVD's and for playing video games, am I forced into having a TV licence?

Paul Tinker, Henley-on-Thames, UK

Hmm. Where is that big red switch?

Geoff Harrison, Beverley, England

"Consumers are becoming a lot more clever" and fed up at having adverts rammed down our throats. How ironic for USwitch to trial it because thats what I would do, switch channels and never use the product/service of that advertiser. It reduces smart advertising to the level of timeshare touts.

Sonny B, Newcastle, UK

Is there a TV programme worth watching (eg on Freeview, not a website) that one can view to see what this type of advertising is actually like? That everyone attacks the idea so vehemently, probably indicates that it is new and different and so might even have some good aspects.

Hugh Riddle, NEW ROMNEY, UK

Grating link announcers, annoying on-screen logos, irritating on-screen messages and now advertising by force. Will contemptuous broadcasters eventually kill off broadcast television? As ex-viewers we will probably miss it for a while: like takeaways and fags, but, in the long run, our lives will almost certainly be healthier – mentally at least.

Ray, Chorley, Lancashire

Any programme that tries to ramb advertising down my throat will immediately become a no-no in our house; surely those
responsible for selling advertising know that to be the normal response in any household....like forcing rhubarb under a bucket!

Derek Clifton, Andover, Hampshire, England

If they implement this, I will finaly get rid of my TV and the BBC can also lose out on my licence fee. It will be unbearable to watch TV with this kind of permanent advert, and I would rather watch DVD's on my computer till they decide to tax that also.

George, London,

I never watch television, but I'm annoyed enough by the pop-up adverts on web sites to make a point of *not* buying whatever product is advertised. Perhaps a boycott of products using this kind of advertising would encourage advertisers to reconsider.

venatrix, West Coast, Meltdown Country

Enough negative feedback for you, ITV? Advertising companies should be in NO DOUBT that this will deter people from buying the products concerned, and ITV will lose many viewers if they go ahead with this. Ad breaks are bad enough, but I put up with them as I can mute the TV or leave the room!

Emily, Cambridge,

Wouldnt it be subliminal?

Government censors could get them under that "title" if people wrote in with compliants.

G Gibson, Sydney, Australia

This is of no concern to me - I gave up my TV a few years ago, and life is just so much richer without it. And no licence fee too!

Ian, London, Uk

If it means an end to the relentless edit edit edit flick flick flick of current presentation fashions then it's a price worth paying.

John Ledbury, Kings Lynn, England

If it is the aim of advertisers to alienate and infuriate the genenal public even more so with their incessant pointless drivel then they are definatley on the right track.

Andy, Cork, Ireland

Hey a new film! "How to alienate your audience & loose people"

If they introduced this, ITV would find itself rapidly de-tuned from my channel listings. I'd rather rent DVDs of the (rare) programs I do watch on ITV.

Brian, Cirencester, UK

In the world of advertising programmes are called "fill" and the advertisements "content".

99% of programming is total drivel nowadays anyway, so just switch it off, read a book, spend time interacting with real people; they're much more fun!

Jonathan, Oxfordshire, England

I already avoid watching programmes with ad breaks, I just don't watch them. If there are ads within a programme, there is no way I will watch. Just another way for ITV to lose viewers.

Clive X Parker, Bristol, England

I would stop watching. Not that I'd ever watch anything on ITV anyway!

Dean, Southampton, England

The golden age of commercial television is over. ITV has lost 20% of revenue in a month and is shutting down regional news outlets to save money. If they pursue this idea, more discerning people will leave in droves. - if they haven't already, that is!

Ian Dickson, Brighton, UK

This is just ITV clutching at straws as they see their ad income drop like a stone. Too many channels, too many other options, added to the fact most TV advertising is completely ineffective for the advertiser.
That they are even considering this intrusive technology shows how desperate they are.

Simon, High Wycombe, UK

I have a Sky+ box so I can avoid these adverts, so if this moved to them as well, they will lose my custom. I choose to pay to watch TV programmes, not adverts. I think I'll just get rid of my TV and by a projector connected to a DVD player. Cheaper, on-demand, more enjoyable and no adverts.

Andrew, Paignton, Devon

"Friction"? More like "leaving in droves"

Graham Rounce, London, UK

There are very few programmes that it would be worth putting up with this for. People won't (I'd like to think) bother with the others - and a good thing too.

Graham Rounce, London, UK

What about the viewer's right to choose? I'm afraid I would instantly stop watching ITV and I don't think I would be alone in this action.

Philip, Bristol,

Should be as popular as telemarketing...

Bill Bird, Wallasey, Great Britain

Large companies with the high revenue to afford such advertising should spend this money producing products people *Want/ Need*, removing the problem.

Current situation: Product produced, marketing tries to sell it.
Why not invest in cheaper, energy efficient products, while retaining competition?

Ian, cardiff, Wales

Somehow I think its a good thing my mother never wanted a TV when I was a kid.
Now I'll turn 19 soon (30 days) and I don't miss.
I've watched TV at my grandparents place, and a lot of it is just plain rubbish - only few good documentaries make it.
They're giving me another reason never to buy a TV.

D.C.M., Doncaster,

It is one thing to recognise and reluctantly accept adverts in advert breaks, but quite another to have them pasted everywhere within a broadcast. Viewers will see this as one step too far and turn off in droves.

Andy Fleming, Liverpool, UK

And people want to get rid of the BBC! The only salvation from the moronic tide of adverts, oh & some good quality programmes too!
I suppose these are the same sort of dullards that would welcome this from ITV!, The X Factor brain dead brigade.

Pete, St Albans, England

Is this new?

I remember seeing this being demonstrated years ago to display adverts behind the home plate in baseball games on US TV.

Paul  Jameson , Poole, England

What's the difference between this and subliminal advertising and product placement? To the lay person, not much! It seems we are sinking to yet another new American-inspired low.

cs, Haywards heath, UK

Give it a few weeks after launch and there will be a software hack to resolves the 'problem'.

Farrukh, Woking,

If ITV go ahead and do this, I'll be boycotting their programmes till they get rid of this stupid greedfest of an 'idea' - Have ITV actually conducted any market research on this ludicrous notion? Hope other broadcasters don't catch on and cash in- ugh, is nothing safe!

Come on ITV, get a grip

SBA, London, UK

1. I would very happily pay extra to have no advertising.
2. A 5 Minute slot of adverts compete after 1 x hour of un-inter-rup-ted view-ing. The advertisers still reach their target market.
3. Join the campaign to ban VOLUME increases during adbreaks proposed by the Govt. - aren't you angry yet?

RJ, London,

What an invasion of freedom of choice-technology gone mad! Ad breaks can be useful....making coffee, going to the bathroom etc.....not to mention the disruption to the programme being watched. A seriously idiotic idea!

R. Baker, Sydney, Australia

tina - listen to the BBC. superior broadcasting to commercial radio (in the uk anyway), and totally ad free.

matt b, queenstown, NZ

If I see an advert in a programme like that, I won't be watching that programme again.

Jane, Warminster,

If they go ahead with this I will get rid of my tv set for good.

Stephen Holmes, Withington, UK

As the filming directors compose scenes with negative and active spaces as part of their tools to frame action and direct the viewers. I can't see them liking this at all.
I imagine It wouldn't be long before they'll be required to leave bare spaces in the shots in anticipation of ad placement.

Marc, Christchurch,

I quit listening to radio because of all the ads-- I could easily quit watching TV too. I doubt I'd be alone in that.

Tina Rhea, Greenbelt Maryland, US

This (doomed) idea very effectively removes your ability to concentrate on anything with your full attention.

Seriously, who wants to watch a nature program with insurance adverting in the background? Insanity! No thanks

Buy me. Buy me. Buy me. Buy me. Buy me. Buy me. Buy me. Buy me. Buy me.

RJ, London,

alienate viewers and irritate them, that should do the job..lol
dont they realise we can just walk away from the entire station or media platform they use. Message to these companies...your greed and arrogant stance to consumers will kill your business

james, london, uk

Why not just put temporary tattoos with sponsors' names on the foreheads of presenters? I wouldn't bet a penny on Ofcom and the ASA preventing this sly - many would say unethical - use of technology, as these 'watchdogs' are toothless and therefore useless. Sales of DVDs set to rocket!

David, London,

'Consumers are becoming a lot more clever in avoiding advertising'
I think that sums up nicely the attitude of viewers to the interuptions of programs by adverts.

Calvin, Rio de Janeiro, Brazil

Hilarious! I wonder if ITV have actually done any audience research on this? I predict that their audience figures will diminish so rapidly this will be dropped within a few weeks. Just what they need at a time when they are struggling with audience figures.

John, York,