PVR's Benefit Marketers, Hurt Broadcasters

Following an Ad Age study that found network television to deliver the worst return on investment of all media, this article discusses how PVR technology will be a boon to marketers and the death of network television. The most compelling marketing potential of PVR technology is the ability of marketers to create and deliver their own programming, along with advertising, without need of network programming to as a marketing channel.

With PVR technology predicted to be in 25 percent of all homes in four years along with cable and PVR companies providing an alternative means of delivering marketer programming, the reign of network television as a delivery channel for marketers is fast closing.