MEDHAM, New Jersey: The death of the thirty-second TV ad has long been predicted as imminent. And although it may be premature to nail down the coffin lid just yet, a new development unveiled this week could well hasten the moment of mortality.

US software company VideoReDO has launched TV Suite, a product that can strip content – ads for example– from TV programs downloaded for viewing on a PC. And, in case you're speed-reading this, that's strip, not skip!
Given the speed at which technology develops, it's only a matter of time before such software is incorporated into a PRV, a situation that could provoke a mass exodus from the TV medium.
Unless, of course, you're into program sponsorship or product placement. 

Data sourced from (South Africa); additional content by WARC staff