Advertising Industry
Industry: Email Alert RSS FeedHollywood feud offers peek at DVR doomsday; Just like TiVo, strike is forcing marketers to look beyond scripted shows.(News)(digital video recorder )
Advertising Age, December, 2007 by Neff, Jack
Byline: JACK NEFF
Could the writers strike foreshadow life without advertiser support for scripted TV programs?
A media world without scripted programming-something more likely as the strike drags on-may start to look a lot like the coming world of heavy DVR penetration that could render ads on scripted TV shows largely powerless. If the strike forces advertisers to shift their focus to live and reality programming, it will effectively lift the curtain on a future in which live events command the biggest ad bucks and dramas and sitcoms lose much of their cachet. After all, if advertisers find effective ways to market without those scripted shows-today or tomorrow-some may never come back.
Dramas and comedies, the programs most affected by the...
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