Talkback
by Staff -- Multichannel News, 11/23/2008 7:00:00 PM
Commercial Tune-Out Isn’t Just About DVRs
Is BBC America really in the position of being the most DVR’d network (“BBC America’s Ancier: DVR Threat Must Be Solved,” Multichannel.com, Nov. 18)? Is this based on the network being distributed to 63 million homes, or based on actual viewership? Regardless, my primary reason for buying a DVR is that I can record shows I wouldn’t otherwise watch. Second to that, I don’t want to be forced to watch commercials.
This is no different from when I recorded stuff with my VCR, except that I’m paying for a hard drive and an EPG instead of blank tapes and TV Guide. I’d even go so far to argue that the DVR “threat” is probably what’s boosting viewership numbers for many of these networks, allowing people the convenience of recording and viewing shows that otherwise might not be watched. I still skipped commercials before my DVR (leaving the room, fast forwarding the tape, etc) and so it’s my opinion that creating better commercials is futile, especially these days when consumers are more likely to seek information on their own about products they want. We’ve been desensitized to unwanted information and tune it out, one way or another, and better/forced commercials won’t fix that. Time to figure out a different revenue model.
Additionally, before the DVR, I was also much more selective in what I watched when I was home. If I didn’t have a DVR today, I can guarantee that BBC America would have a more difficult time getting me to tune in at home. BBC America has good programming but without a DVR and multiple tuners, it’d have to be far better than anything else on the tube for me to skip a different show. Same goes for other networks and their shows.
Think it’s tough now, where new shows get canceled several episodes into the first season? Imagine if there were no DVRs and no timeshifting! Every show would be up for “this or that” scenario. Can’t watch BBC if NBC has something better on.
I think the DVR is what allows these networks to amass the number of viewers they do and networks shouldn’t be figuring out ways to make it harder to watch television, and especially not when there are so many alternatives these days.
Paul Biersack , New York
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