Dish to Reverse ‘AutoHop’ Feature for Super Bowl

Friday, Jan 30, 2015

Dish Network will put its controversial AutoHop feature to use during Super Bowl Sunday in a way that should bring joy to advertisers as well as to consumers who are more interested in the ads than the game itself.   

Dish said it will implement a “Reverse AutoHop” feature on its Hopper Whole-Home HD-DVR during the day of the game that will enable customers to skip the game and watch all of the commercials in succession the day after the game … so long as they activate the PrimeTime Anytime feature for NBC  prior to the Super Bowl. Dish Hopper customers will of course be able to re-watch the game too.   

“This day is about two things: football and commercials, and for good reason -- both are entertaining and our customers love them,” said Vivek Khemka, Dish’s SVP of product management, in a statement. “We’ve decided to flip our user-enabled ad-skipping feature on its head so customers can watch the ads uninterrupted the next day when everyone is talking about them.”   

“We have several clients running Super Bowl ads this year, and DISH’s creative technology means more people will see those ads,” added Bill Koenigsberg, president, CEO and founder of Horizon Media. “Making these entertaining ads ‘appointment watching’ after the game puts the brands front and center for an even wider audience. Regardless of who wins the game, that’s a win for advertisers and consumers.”   

Consumers will have other ways to gorge themselves on the ever-popular ads that run during the big game.   

Ahead of this Sunday’s matchup between the New England Patriots and the Seattle Seahawks, NBC Sports Digital has set up a Super Bowl NBC Sports Tumblr page that will showcase the game’s TV ads immediately after they air on NBC.


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