Bring on the TiVo Generation.(digital video recorders and infomercials forecast)

Response, June, 2006 by Jacobs, Barry

Between the cable companies and DirecTV aggressively pushing the sales and use of TiVo and other digital video recording (DVR) systems, it is projected that 49 percent of homes will have a DVR by 2010. According to a recent article in the Los Angeles Times, Nielsen reported a 12-percent increase in time spent watching TV in key markets this past November where the viewer used a recording device in the home.

Despite this increase in overall viewership, general rate advertisers are concerned--and with good reason. Those who use DVR systems tend to record prime-time TV programs, sports and special programs--the playing field of general rate advertisers--and, did I mention, they skip the commercials.

How, though, is the DR business affected by TiVo and its...

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