All Major Netsworks Make DVR Appeal

[korsjs]

In an unusual move, representatives of the six major broadcast networks will hold a joint press conference at NBC headquarters here on Wednesday to present their case for why advertisers should include DVR playback viewing as part of their media buys.

Nielsen Media Research next month begins tracking DVR playback data in its daily ratings reports. NMR is a unit of Mediaweek parent company VNU.

Excluding joint telethons for disaster relief, this is believed to be the first time all six networks (ABC, CBS, NBC, Fox, UPN and The WB) have made a joint presentation on an advertising-related issue. Their willingness to cooperate is an indication of just how important DVR has become as a potential revenue source.

The move comes just a week after Interpublic Group media buying arm Magna Global declared that it would not consider DVR playback viewing when it negotiates for TV time in next year's upfront market, citing commercial skipping by viewers, among other reasons.

While DVR penetration is now estimated to be only about 8 million TV homes, and playback viewing is estimated to be only a small fraction (less than 5 percent) of the total TV audience, both sides believe it is important to address the issue before the DVR audience reaches critical mass in the next few years.

http://www.mediaweek.com/mw/news/networktv/article_display.jsp?vnu_content_id=1001480178

 

[CPanther95]

So they want to count the viewers watching via DVR playback, but continue to ignore the fact that the vast majority of DVR users skip commercials when viewing the shows?

 

[waltinvt]

So they want to count the viewers watching via DVR playback, but continue to ignore the fact that the vast majority of DVR users skip commercials when viewing the shows?

Not very likely. You can count on this being nothing more than a back door approach to eventually getting some control over DVR viewing. They just want to amass some credible, "independent" evidence to make their case for either outlawing or taxing DVR usage.

It's been nice while it lasted but I fear between this and the "broadcast flag", we're looking at some screw-the-consumer legislation coming soon.