Jaffe Juice

You got to hand it to the Japanese...they're one step ahead of us all. Rather than face up to the realities that consumers are weaning themselves off irrelevant advertising and turning to DVR's like TiVo for respite....rather than figure out the solution, doesn't it just make sense to focus on the problem instead? After all, if those ungrateful sods of consumers don't get it...we'll make 'em get it. Consumers, you can run, but you can't hide! (insert evil laugh here)

Segue to the final act of desperation, courtesy of PVRWire that Japanese broadcasters are throwing their toys that skipping ads is a violation of copyright law. HUH? Come on guys, this big brother mentality is both juvenile and short-sighted. Instead of bullying your consumers and trying in vain to preserve an old-world order, why not just rededicate yourselves to creativity, better targeting, contextual relevance and the creation of branded experiences (not necessarily in that order)

Sidenote: Another sign that Life after the 30-second spot is very much a global challenge and imperative.