So who's using Personal Video Recorders, how, when and exactly what are they doing to those commercials? A curious NextResearch Inc. says it's developing a study to find the answers. Questionnaires go out this week and results should be available in about a month.
"The main issue is time shifting, particularly for content providers," Chief Strategic Officer Leenie Ruben tells CEDaily. Viewers may be recording the content, only to view it during prime time, thus drawing them away from prime time shows and commercials. Likewise, there's a concern viewers may fast-forward through commercials, and Ruben says the implications are "incredible."
There were "no real answers" available to the concerns in the industry, a situation that prompted the study, she says. While PVR has few takers now, projections are that it will become pervasive in cable set-top boxes and other devices.
NextResearch will poll a base of 120 to 150 consumers who use the product.
"What we're asking is what they like, don't like, how they use it, the features and functions they like best," and more, she says.
The firm will also survey 150 consumers who don't have PVR to see what would motivate them to buy.
The results should indicate how to market the product, how the product could affect the advertising sector, the impact on content providers if TV viewing behavior changes or is modified, the firm says.