Both digital cable and DBS subscribers are becoming more and more familiar with digital video recording technology, according to a new CTAM Pulse study.

According to CTAM, overall familiarity has grown from 36 percent in 2003, to 41 percent in 2004. Broken down further, digital cable subs (48 percent) and satellite customers (49 percent) were more acquainted with the technology than were analog subs (32 percent).

Despite those numbers and the emergence of DVR-specific marketing, interest in getting a DVR within the next 12 years actually dipped slightly - 14 percent in 2003, compared to 13 percent in 2004.

However, that is not to say that marketing has not had an impact. CTAM said the study also found that marking campaigns have helped consumers better understand the benefits of the DVR. For example, nearly half (46 percent in 2004, versus 38 percent in 2003) of non-DVR owners understood that the device could pause and rewind live television.

CTAM's study, conducted last October by Lieberman Research Worldwide, included a sample of 1,203 randomly selected U.S. consumers 18 years of age or living in cable and/or satellite households.