The subject of PVR technology briefly engaged the panellists and a packed audience at this morning’s MediaTel Insight seminar on The Future of Digital TV.
“I’ve had a glimpse of the end – but that’s only my personal view”, said Bob Wootton, ISBA’s Media Director. Was he joking?
Sky + is “a transforming technology,” said Ray Snoddy. “I don’t like predictions, but I am sure every TV will have a hard disc in the near future – it’s a must for all manufacturers. What a PVR does is make you concentrate fully, ads may be whizzed through, but some are still received subliminally.”
“The advertising industry is not entirely full of stupid people – ultimately it will cope with this.”
Ilse Howling, BBC Digital Head of Marketing felt that the advertising community “has time to come to terms with the new technology… but not much time. Maybe TV is the new poster,” she commented, picking up on Snoddy’s comments.
New research released by Mediaedge:cia’s research division, MediaLab, uncovered major insights into viewing behaviour in the PVR age. It identifies three main areas of importance to advertisers; audience viewing behaviour, advert avoidance and actual use of the technology (see PVR Audience Viewing Behaviour).
Earlier this year, a new study revealed at the Oxford Media Conference by media buying agency PHD, forecasts that there will be an 8.7% decline in commercial impacts by the end of 2010. The PHD report argues that the 8.7% decline in commercial impacts would be greater if it were not for the fact that in multi-channel homes there is a 31% increase in the viewing of digital commercial channels, compared with the five traditional analogue stations (see PVRs Causing Increasing Threat To Advertisers).
A Full write-up of the MediaTel / Media Guardian Seminar is available as part of the MediaTel Insight Digital TV Executive Report for MediaTel Insight subscribers.
