The Wire

Are you sick of being bombarded by ads on TV? Are you finding that the mute button is not enough? Do you dream of a world where you can escape the consumer society? Well a new invention, which is being launched in November may have the answer. It’s called ICE, which stands for Intelligent Content Engine, and allows viewers to automatically skip commercials or automatically mute the sound. The technology will be available in digital box top sets for an extra $3 per week. The system is being seen as a major challenge to the $2.9 billion television advertising industry. Mark Robinson spoke to the inventor of ICE, Peter Vogel.