TV executives & advertisers want a "solution" to DVR usage

In an effort to reduce the number of viewers that are recording TV content only to skip commercials later, TV executives are brainstorming new subscription plans and other ideas. There are no easy answers now, but executives understand they will have to find solutions that don’t interfere with overall viewing experience.

DVRs have proven to be a double-edged sword for the tech industry now that overall use continues to increase. Broadcasters support the idea that TV viewers can watch episodes more than once at their own leisure, but realize a large number of DVR users skip through commercials.

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CBS chief research officer David Poltrack believes DVRs are more of a transitional technology helping set the groundwork towards video-on-demand. If VOD continues to increase in popularity, it'd be possible for digital cable companies to end DVR for some subscribers while also lowering costs.

TV broadcasters and advertisers were less interested in DVRs when TiVo and only select niche products offered DVR service. Now, DVR penetration has hit 40% of the consumer market, and has grown into a bigger problem for industry experts.

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As a Comcast subscriber, I didn’t use a DVR service and instead used my movie subscriptions and On Demand. After switching to AT&T U-verse, I've found myself using the DVR several times per day for recorded programs I miss when I'm unavailable. Just like most of you, I typically fast forward through all commercials and broadcast channel previews/promotional hype videos.

It’s only a matter of time before DVRs don’t allow users to fast forward through commercials, which is what is done with some online ads on Hulu, YouTube, and other video services. With the continued addition of streaming content into the living room, it'll be important to include additional navigation features into the programs.

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