Yes, that’s the way both ITV and Five work. I don’t know about what powers it (I know ITV player used to use Silverlight but when it crashed last night Safari told me the Flash plugin had failed) but that’s how it works. It essentially blocks the customer from using what VCRs and more recently PVRs have allowed viewers to do – skip ads – taking us back to the 1980s – the pre-recorder age. Though as a model for advertising (or rather marketing, since it’s the potential for connecting business with customers that’s being missed here) it comes straight out of the 1950s. It’s as if everything that Google, Facebook and the rest have demonstrated has gone completely over their heads.