There has NEVER been an implicit deal
Just caught this little tidbit at The IMDB:
Viacom President and COO Mel Karmazin says he does not expect personal video recorders (PVRs) like the TiVo to affect television advertising within the next three to five years, but if it does, viewers will have to begin paying for their programs. Speaking at New York conference, Karmazin said that there has always been an implicit deal between the broadcaster and the viewer that the price for watching shows is having to watch commercials as well. If, however, substantial numbers of viewers use their TiVo players to skip commercials, "then we're going to have to charge you," Karmazin said. Karmazin predicted that ad sales in all areas of the company would rise during the coming year. Viacom's broadcast properties include CBS, MTV, Nickelodeon, and Showtime.
I'd say that so called "implicit deal" went out the window when we got remote controls. TiVO didn't kill ads for me, the remote did, does anyone just sit and watch ads?
I've seen this implicit deal talked about by some other exec. once before, where do they get such ideas? I made no deal, implicit, or explicit to watch an ad under any circumstances.
Thinking like this boogles my mind, and it's why I hate TV so much.