In my general reluctance to watch TV ads, I use Tivo. A lot. And now even my preference to fast forward through the breaks is under threat. Adrants is reporting that tests are underway for ‘fast-forward’ ads, in order to “provide viewers with better advertising” involving “the consumer even when they are in avoidance mode”. Ad agencies – please just stop. LEt me choose what to watch. Make a good ad, attract people to it. Don’t force them on me.