DVRs to Cost Broadcasters $600 Million in 'Lost' Revenue They'd Find Again if They Were Innovative
from the I'd-watch-that-ad-if-it-didn't-suck dept
Nielsen Media Research CEO Susan Whiting has released data that suggests time shifting technology could cost broadcasters $600 million next year, up from the estimated $300 million in lost revenue this year. Of course that revenue isn't "lost" as so much as it's sitting and waiting for broadcasters to finally find more innovative ways to capture it. Whiting states that about 40% of all broadcast viewing is done via DVR, and that nearly half of all DVR owners sit through the ads; a strange statistic considering that for many people, that's the primary reason to own one. So far broadcasters seem more interested in stifiling threatening technology and annoying users than tackling more innovative solutions, such as making better ads, or further blurring the line between advertising and content.