Stacy Trombino writes: "After generations of passive viewing, TV watchers are taking control. Using new technology from TiVo ... or others, they can now pause, rewind, or watch live TV in slow motion, or advance through commercials on recorded programming. ...¶... That's great news for the average TV watcher, but not-so-great news for broadcasters and cable companies, which generate revenues from advertisements. If the content providers can no longer guarantee that viewers are actually watching the ads, what happens to ad revenues? ..." Link: BusinessWeek.