Companies such as TiVo and Replay are pioneering the future of your televising experiences. Both companies will be offering a digital VCR, if you will. These will come to be commonly known as PVR's, or personal video recorders. It'll be simpler to use than today's VCR. (Yes, you'll actually be able to program the clock so that little light doesn't continually flash at you.) The device will allow you to digitally record your favorite shows and allow you to zap past those pesky t.v. ads, much to the dismay of the advertising world.
Even with our meager technologies today, consumers were exposed to television ads, even at a VCR's fast forward speed. With a digital format, those images aren't to be seen again. What creative ways are companies coming up with to get their pitch across? They are going to enter the business of instructional and promotional videos. For instance, Proctor and Gamble is going to possibly produce a promotional video for Dryel, a new product that is used on 'dry clean only' garments. General Motors is also looking at ways to best utilize this technology.
However, there may not be a major cause for concern just quite yet. PVR's are quite expensive right now. Depending on how many recording hours you are interested in, you can expect to pay anywhere from $499 to $1,499. Some preliminary studies reveal that ..."currently only about 21% of VCR owners taped more than once a week and 27% never taped TV shows", according to the Consumer Electronics Manufacturers Association. Consequently, Forrester Research says that "by 2004, 14 million people will be using PVR's".
People have mixed feelings about PVR's. Sure, they can save you time when you're watching your favorite show. But, many people relish the 'time-outs' commercials give them to do things like check on the kids or run to grab some popcorn. Only time will tell where PVR's take us and what hurdles companies will have to jump in order to get our attention.
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