ABC executives have been discussing the use of technology that would disable the fast-forward button on DVRs, according to ABC President of Advertising Sales Mike Shaw and MediaPost. "I would love it if the MSOs, during the deployment of the new DVRs they're putting out there, would disable the fast-forward [button]," Shaw said. While they might risk losing customers, cable operators are "in the same business we're in," he says, noting that "they've got to sell ads too." "So if everybody's skipping everybody's ads, that's not a long-term business model for them either."