Once Again: DVRs Not Killing TV, But Helping It
from the think-this-through-a-bit dept
It’s becoming almost comical how often this happens: a new technology comes along for consuming/watching/listening/distributing some sort of entertainment content, and the industry freaks out. The technology is going to destroy the industry, and laws must be put in place, royalties must be paid, technology must be crippled, etc. And yet… the impending doomsday scenario never shows up. The player piano did not kill the sheet music market. The gramophone did not kill live concerts. The VCR did not kill the movie industry. And, here we are, with TV folks finally realizing that the DVR is not killing TV, but actually helping it. Basically, lots of people still watch ads, even if they’re watching a time-delayed program. What’s funny is that throughout the article you have execs insisting that this was a shock to everyone and no one could have predicted it. Except, of course, we wrote about the same basic thing three and a half years ago. But no one listens to us.
The article doesn’t even mention the biggest benefit to DVRs — even beyond the fact that people watching them still watch commercials: that it allows people to become more connected to certain shows, since they’re less likely to ever miss an episode. That makes them more likely to watch those shows regularly (with or without the commercials). If someone can’t keep up otherwise, they’ll just let the show go entirely.
The other amusing finding in the article is that NBC’s attempt to “DVR-proof” itself by moving Jay Leno to 10pm (on the theory that more people would watch it live when they couldn’t fast forward through the ads) has totally backfired. That’s because it also means that if people miss the show, they don’t go back and watch it days later (who wants to watch stale jokes?) — so fewer ads get watched in the long run (compared to a show that would be recorded and watched later). Oops. In the meantime, can we go back to those TV execs who were threatening to sue TiVo just a few years ago, and ask for an apology for wasting everyone’s time?