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By Jennifer Duffy, ARIZONA DAILY STAR
Techie takes control of what he sees and hears - without ads
Daniel Loewus-Deitch doesn't like to feel bombarded by advertisements, so he's found a way to avoid them.
The 28-year-old doesn't listen to the radio - only podcasts- and watches his favorite TV shows in condensed versions, sans commercials.
He's a technology junkie, with a master's degree in computer science, so he used his skills to develop a homegrown version of a digital video recorder (known as a DVR and best known by a brand- name version, Tivo) that can record multiple shows at once. He then runs a free program that detects commercials and cuts them out.
His clever setup is a little more complex than what most have, but he's taking advantage of readily available technology to take control of his media consumption.
The device, which he simply calls his "media center," uses a desktop computer with tuner card, which brings TV to a computer, as well as several computer programs, a DVD player and a whole lot of creativity. It isn't patented.
The time for commercials "really adds up," and Loewus-Deitch says he has better things to do. He figures that he saves himself 10 minutes in commercials for each 30-minute show that he records.
His iTunes account is set up to check for new (and free) podcast episodes every hour, so he's never short of technology news or political talk shows to listen to as he drives to work or lifts weights at the gym.
"I couldn't justify paying for satellite radio (which is also commercial-free) because I can get all the podcasts that I want for free," he says.
"It's a weird feeling when you start to get away from being bombarded by ads," Loewus-Deitch notes. "There's a new tranquillity and a new perspective. There's a sense of freedom and control and more clarity to your thought."
Of course, Loewus-Deitch isn't totally secluded from advertising, and that's OK with him. He has drastically reduced his exposure to in-your-face commercials and doesn't mind print ads or billboards.
And technology-savvy consumers who avoid TV and radio ads aren't a big concern for the advertising industry, says Colleen Cutshaw, an advertising executive for Tucson-based LP&G Marketing, Advertising & Public Relations.
"All good marketers everywhere are looking for alternative ways to market their product and services," she says.
In light of technologies like DVRs and podcasting, "advertisers need to be smarter, broader in their thinking and imagine all the ways a consumer will get their product and service," Cutshaw says.
Historically, big advertisers have turned to TV and radio, Cutshaw says, but companies are now turning to promotional campaigns, embedded products, online blogs, outdoor ads and even fliers to reach their audience.
"The power is really in the hands of the consumer," Cutshaw says.
The most effective advertising is relevant and entertaining to its audience, no matter how it reaches the audience, she says.
We may not all be able to construct our own commercial-free "media centers," but there's plenty of advertising-free or reduced ad technology out there that we can use.
Firefox blocks more pop-ups
Mozilla's Firefox Web browser filters out pop-up ads and boasts 40 million to 50 million active users. The Web browser launched in November 2004, and the newest version, Firefox 1.5, block more pop- ups than the original browser. Your days of obsessively clicking to close windows that inhibit your Web surfing are over.
Get it for free at www.mozilla.com online.
Podcasting is audio anytime
Podcasting allows listeners to download free prerecorded audio files of live radio broadcasts. People can listen any time - on a computer or an MP3 player - and the podcast can be paused, rewound, fast-forwarded and replayed.
A February article in Adweek citing Forrester Research said that 42 million iPods have been sold and that 29 percent of iPod users have downloaded podcasts.
National Public Radio has begun podcasting shows, including hourly news updates and the current-events quiz "Wait Wait . . . Don't Tell Me!"
Even local radio has picked up on the new technology.
The "Johnjay and Rich" show on KRQQ (93.7-FM) began podcasting popular segments from the show about five months ago, said Rich Berra.
The radio station advertises that the commercial-free podcasts are available on its Web site, which Berra says is good for listeners.
"I would like to see people just get the show online without commercials," said Berra, "because it's kind of a chore to find something online rather than just flipping on the radio. That's enough work; they should be able to just hear the show (without commercials)."
He doesn't worry that listeners will overwhelmingly choose podcasting over live radio.
"It just seems to me like radio has always been around and will probably stay around . . . but why not embrace technology, too?" he said.
"I don't think it affects advertisers because it's still a small percentage of listeners," said Berra, who would like to see the entire radio show available for podcasting.
Download segments from the "Johnjay and Rich" show at www.krq.com online. National Public Radio also podcasts shows, available at npr.org online.
Search for podcasts using iTunes. If you don't have the program, you can download it for free at www.apple.com/ itunes/download online.
To search for more podcasts, try these sites:
* podcast.net
Look what Tivo started
Tivo and other DVRs allow watchers to record their favorite shows and watch them whenever they like and however they like. That means they can fast-forward through commercials.
If you don't already have a DVR, check out these services. The monthly services are in addition to your monthly cable/satellite bill.
Tivo - Service is $12.95 per month. DVRs regularly cost $219.99- $399.99, but they often offer online specials and deals. Check out www.tivo.com online.
Cox Communications - It's $15 per month for the service and DVR rental.
Comcast - Service is $9.95 per month for DVR rental and service. www.comcast.com
Dish Network - Service is $19.99 per month, and the DVR rental is $5.98 per month. www.dishnetwork.com
DirecTV - Service is $39.99 per month, and DVR fee is $5.99 per month. www.directv.com
* Contact reporter Jennifer Duffy at 573-4357 or at jduffy@azstarnet.com.
