In a move that certainly won't make broadcasters happy, DirecTV is rumored to be exploring the option of technology that would automatically skip ads for DVR users. The company bought the technology from a company called Replay TV five years ago, but has sat on it. "We haven't chosen to use it. It's not clear to me there's a raging demand from consumers for it," stated CEO Mike White, who some think is just playing dumb to avoid broadcaster ire. Dish recently introduced DVR tech allowing users to skip ads automatically the day after the content airs, and found themselves sued by most of the major broadcasters -- who argue Dish is destroying the television ecosystem with a tech that automates what consumers are doing anyway.