Consumer's ability to skip adds

Enablers:

o Technology growth: With the growth of various technologies such as media-on-demand and TiVo, users have much greater control over the content they view.

o Growth of media types: Viewers are not restricted to one device for a certain type of media. For example viwers no longer are restricted to television for watching their favourite shows. This offers greater flexibility and again control on the side of the viewer.

Inhibitors:

o Enforcement of advertisements on viewers. For example viewers who skip ads using TiVo are subject to still image advertisements while they fast-forward through the video ads.

Paradigms:

People to communication and entertain something to spend a lot of time to use mobile phone anywhere and anytime grows rapidly

Timing:

Since last 4 years,camera phone launched Convergence phone Mega trend