Thinking outside the glass: members of response's Editorial Advisory Board mull the effects of DVRs and video-on-demand. Meanwhile, cable operators and DVR leader TiVo offer solutions.(TECH SPOTLIGHT)

Response, July, 2005 by Wissmann, Carol

There is no dearth of ideas when you sit creative types down to brainstorm and problem solve. Response Magazine recently polled executives from its Editorial Advisory Board and the advertising industry at large, and asked them for their thoughts and solutions to DRTV's challenge of commercial skipping due to new technologies, such as digital video recorders (DVRs) and video-on-demand (VOD). Their suggestions ranged from the substantial to the sublime.

Less a question of whether the glass is half-empty or half-full, advertising executives seem to focus instead on the invisible atmosphere both inside and outside the cup--pulling from thin air itself what's not apparent within the confines of the vessel.

Here are their thoughts.

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