New York - Allaying earlier fears that the ability to skip commercials by using
digital video recorders like TiVo would negatively impact TV networks, the six
major networks have issued a new report predicting that the technology actually
will increase viewership, Reuters reported. "For most of the top television
programs, the audience will be greater for these programs as DVR penetration
increases," David Poltrack, head of ratings research for CBS, told Reuters. "The
DVR is going to increase viewership to major network television programs." The
report, issued by CBS, ABC, NBC, Fox, the WB and UPN, found homes with the
devices watched an average of 5.7 hours of television daily, compared with 5.1
hours for homes without digital video recorders. About 90% of DVR owners said
that they skipped all or most commercials, 58% paid attention to them while fast-
forwarding and 53% went back to view an ad of interest.
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