The Daily Mail has printed a very disturbing article which claims that ITV and other TV channels are currently trialling software which would allow them to place advertising on free screen space during our favourite TV shows. Therefore taking away the need for the traditional ad break.

I can only imagine what sort of backlash this is going to cause amongst the TV viewing public, yet I do feel guilty as I am one of the viewers that has caused this form of advertising to become a necessity.

Currently I have a great system going so I never have to watch TV ads. I record most of my TV shows and then start watching them about 20 minutes after they air normally. When I view the programme, I fast forward through the advertisements, saving about a third of the viewing time and helping me fit in at least one or two extra shows per night.

As we all know commercial TV channels survive on the revenue generated by the advertising spots they sell (that and dodgy phone in competitions!), and if no one is watching their ads, then companies will stop buying ads, then there will be no money for new TV shows, then we are going to have to watch repeats of Friends forever!

So what do you think? Can you put up with a Coke ad (because you know they’ll be first on board!) behind your favourite X Factor judges head, or a Cillit Bang logo seemingly hanging on the wall of the Rovers Return? Let us know in the comments box below!