Coca-Cola has formed a two-year strategic partnership with Californian company Replay TV.

Replay TV markets a television service and digital video recorder that gives viewers the power to pause, replay, rewind and – most worryingly for advertisers – fast-forward through live broadcasts. The fear is that this technology will allow consumers to skip commercial breaks.

"We want to learn what kind of brand messages or involvement makes sense in this environment" said Chuck Fruit, vice president and director for media and marketing assets at Coca-Cola. The soft drinks firm will begin this research with sponsorships and banner ads on the TV service.

News source: New York Times