Mark rogowsky has no idea when the weirdly popular Food Network show "Iron Chef" actually airs, though he watches every episode. Ditto with the WB's "Smallville." "The West Wing" is on Wednesday night at 9 o'clock―but for Rogowsky, it starts when he's good and ready. Oh, and he never watches any of the commercials. The Palo Alto, Calif.-based consultant is a TiVo fanatic―a user of an innocuous-looking black box that sits near his TV, records his favorite programs to a hard disk and lets him fast-forward through the ads. Rogowsky understands that the technology has the potential to destroy the current profitable relationship between advertisers, TV networks and media conglomerates, but he doesn't have a whole lot of sympathy: the Hollywood studios "should figure out a new business model and get back to me," he says.
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