TVSquad

Time Warner is preparing to test a new free service that will give both viewers and advertisers more control over their TVs. From the consumer side, Time Warner's "Look Back" service is something more than video on demand, but something less than a personal video recorder. From an advertising perspective, this could be the future.

Here's how it works. You can watch pretty much any show on demand the same day it airs, up until midnight. Two of your favorite programs are on against one another? No problem. Watch one live, and watch the next right after. Of course, if those two shows are on at 11PM, you're out of luck, but that's beside the point. Or is it?The point is, you can (generally) watch programs on your schedule, and not the networks. Unless your schedule includes going away for a few days and catching up on your recorded programs when you get back. Since you're not recording shows to a hard drive, there's no way to keep a library of programs.

Oh yeah, and you can't fast forward. It's not entirely clear whether Look Back will include the ability to pause and rewind television programs. But you won't be able to skip commercials. The move shouldn't be surprising, given recent comments made by Time Warner president Jeff Bewkes.

Other cable companies, including Comcast and Cox are looking at offering similar services, but it's not clear whether they'll shut off the fast-forward button. And it's not clear whether people will be more likely use a free, but limited service, or pay $10 or more a month to use a PVR that gives them far more control over their television viewing.