
A digital video recorder (DVR) is a device that electronically records television programs to a database that the consumer can access from his/her cable network or television. It “records video in a digital format to a disk drive or other memory medium within a device.” (Wikipedia, 2009, p. 1) Programs can be captured and viewed at a later date with the option of either fast forwarding through commercials or deleting them all together.
The DVR was first introduced by TiVo and Replay TV in 1999 at Las Vegas in the Consumers Electronics Show. (Wikipedia, 2009) TiVo gained the most commercial success despite the award for best in show being presented to Replay TV. Eventually Replay TV fell off of the market due to “early legal action by media companies forced ReplayTV to remove many features such as automatic commercial skip and the sharing of recordings over the Internet.” (Wikipedia, 2009, p. 1)More recent DVR’s now feature the ability to record onto DVD’s and control the recordings from your cell phone or computer.
The DVR is beginning to slowly change the face of how advertising is done. Due to the ability of the DVR to skip commercials, many ad spaces are hard to fill on certain programs that have a high DVR rate. New ways to advertise are being pursued such as featuring products within a TV show to showcase that product. “Banners” or “Logo Bugs” are also becoming more and more popular as form of advertising that blocks out part of the screen to portray the information for the product, TV show or movie. (Wikipedia, 2009)
The face of Television is becoming more and more changed due to the DVR. While consumer convenience is the essence of this product, advertisers have had to adapt to this turn of events. DVR’s have all of the attributes of a mainstay in our society.
The DVR was first introduced by TiVo and Replay TV in 1999 at Las Vegas in the Consumers Electronics Show. (Wikipedia, 2009) TiVo gained the most commercial success despite the award for best in show being presented to Replay TV. Eventually Replay TV fell off of the market due to “early legal action by media companies forced ReplayTV to remove many features such as automatic commercial skip and the sharing of recordings over the Internet.” (Wikipedia, 2009, p. 1)More recent DVR’s now feature the ability to record onto DVD’s and control the recordings from your cell phone or computer.
The DVR is beginning to slowly change the face of how advertising is done. Due to the ability of the DVR to skip commercials, many ad spaces are hard to fill on certain programs that have a high DVR rate. New ways to advertise are being pursued such as featuring products within a TV show to showcase that product. “Banners” or “Logo Bugs” are also becoming more and more popular as form of advertising that blocks out part of the screen to portray the information for the product, TV show or movie. (Wikipedia, 2009)
The face of Television is becoming more and more changed due to the DVR. While consumer convenience is the essence of this product, advertisers have had to adapt to this turn of events. DVR’s have all of the attributes of a mainstay in our society.
Bibliography
Wikipedia. (2009, June 12). Digital Video Recorder. Retrieved June 15, 2009, from Wikipedia: http://en.wikipedia.org/wiki/Digital_video_recorder





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