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Dish found a brilliant way to make watching the Super Bowl fun even if you hate football

Published Jan 30th, 2015 1:15PM EST
Super Bowl Ads Dish

Are you the sort of person who loathes football but who nonetheless enjoys watching all the best ads that run during the Super Bowl? If so, then Dish has just the solution for you.

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Dish announced this week that it is adding a new option for its AutoHop technology during the Super Bowl that will let you skip through the game so you can only watch the ads. Typically AutoHop is designed to let you skip ads during your favorite shows but given that Super Bowl ads are at times even more entertaining than the game itself, Dish decided to reverse the equation for this particular occasion.

“This day is about two things: football and commercials, and for good reason — both are entertaining and our customers love them,” explains Vivek Khemka, Dish senior vice president of product management. “We’ve decided to flip our user-enabled ad-skipping feature on its head so customers can watch the ads uninterrupted the next day when everyone is talking about them.”

The Super Bowl is the ad world’s biggest day of the year and ads cost millions of dollars to run during the game. Last year an estimated 111.5 million Americans tuned into the game and this year’s Super Bowl is set to be even bigger.

Brad Reed
Brad Reed Staff Writer

Brad Reed has written about technology for over eight years at and Network World. Prior to that, he wrote freelance stories for political publications such as AlterNet and the American Prospect. He has a Master's Degree in Business and Economics Journalism from Boston University.