Why do we have to watch station i.d. for the whole length of tv programs these days?

Question

In the past they would flash NBC, WB, ABC, whatever in the right hand bottom corner of the tv program every 20 minutes, but now we have to deal with the networks i.d. permanently fixed on the screen for the duration of the program. Why? I find it very distracting.

Answer 1

I think it's because of VCR's, TiVo etc. No matter when you watch they want you know where it was recorded from.