I would stop watching TV....

Philips device could force TV viewers to watch ads from CNET

Viewers would be released from the freeze only after paying a fee to the broadcasr. The freeze would be implemented on a program-by-program basis, giving viewers a choice at the start of each one.

According to a recently published patent, the apparatus could work inside a set-top box. It would use the standard Multimedia Home Platform to receive a first control signal and then respond by taking control of the TV. The MHP would also be capable of sending the payment information that would lift the freeze, as it does when authorizing pay-per-view content.

If implemented, the invention would have a significant impact on television culture.