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In its statement Friday, Apple promoted the new service, saying that it lets users "enjoy their programming whenever and however they choose".
Its sister service, called "on demand," allows users to order programming whenever they want, using on-screen menus to select a program that they can start, stop, pause, rewind and fast forward at will.
It is expected that the early stages of ITV will consist of just video on demand, which will permit viewers to order programming whenever they want, pausing, rewinding and so forth, just as they would using a VCR.
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Barclaycard is also giving itself plenty of room to change the terms of the Giveback program whenever it pleases.
The TiVo Personal TV Service digitally records television shows, without videotape, so consumers can watch programs whenever they want.
Subscribers could then copy the downloaded file to a portable media player and play the program whenever and wherever they wanted.
Justice Joan B. Lobis of State Supreme Court said she referred people to the program "whenever I think it will be the least bit useful".
Viewers in Hawaii can watch the nightly news and other programs whenever they want, and the cable system is testing new forms of targeted advertising there as well.
The plan offers few specifics on the substance of the training to be provided, although it recommends that commanders "keep it simple" and work it into existing programs whenever possible.
[World Business, Section W.] Skip-the-Ads TV Upsets Advertisers Personal video recorders have made it easy for consumers to watch prime-time programs whenever they want, bypassing the commercials.
But there is no need to linger near the radio to catch "Fresh Air" or a Howard Stern monologue; just press its Record button and come back to the program whenever you like.
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