Video On Demand (VOD) allows consumers to watch
television when and how they wish, virtually dispensing with scheduling.
Requests can be sent to network operators for a specific programme
to be broadcast at a particular time and viewers will be able
to select programmes from an extensive menu.
Personal Video Recorders (PVRs) can record hours of programming
and programmes can be organised by title, theme, genre or cast.
In addition, systems such as TiVo
or Replay
make it possible for a device to provide programming recommendations
based on a viewer's previous selections and auto record a live
programme by saving it to a hard drive. It will then replay from
the exact point at which it was stopped. Programmes can be viewed
in fast forward or rewind mode or slow motion, and PVRs can also
record a number of days in advance.
PVRs offer new revenue streams to the broadcast industry, but
there is ongoing debate about how they will affect advertising.
If viewers are able to manipulate a broadcast programme it will
impact on advertising because it will be possible to bypass commercials.
Personal Video Recorders and advertising
Although this may be the case, the shift from opted marketing
to permission marketing could turn out to be a positive step for
advertisers, because combining PVR technology with two way digital
TV networks could result in the targeting of very personalised,
interactive product advertising for different groups of viewers
based on age, income and preferences. For example, if you were
thinking about buying a new car, detailed information about the
car you are interested in could be sent to you and downloaded
in a relatively short time. You would then be able to respond
to this information directly through the television.
|
Roger
Laughton