I have a counter offer. Why not make ads more entertainning so we don't mind and might actually look forward to watching them? Television history has been littered with excellent ad campaigns. The Budweiser "Wazzup" or their chamelons. Or Joe Izuzu. Or Wendy's "Where's The Beef" commercials. Or the plethora of ads people who otherwise don't like football watch the Superbowl for? Seriously, check out The Cleo's and imagine those quality of ads at every intermission.
In other words, don't allow crappy ads like "Head-On"'s on the air. Nothing makes me want to flee the room faster than that shitty ad.
Also, don't play the ads for months on end. Play it for a week, tops.
Next, limit the number of ads per segment. When I get to the end of a movie and I'm getting more ads than film I fast forward.
Finally, find ways to tie the ads into the show, like in Lost the Hanso Foundation ads that are sponsored by the real advertisers.
If the quality of the didn't suck, they weren't so over played, and there weren't so many ads that you can follow the show, people wouldn't be reaching for the Fast Forward button in the first place.
ABC, the problem is not the technology, it is the lameness of the advertisers that are the problem.