Essay: Commercial networks and PVRs
Commercial networks may see advertisement revenues dropping dramatically if they do not address the increasing use of PVRs among their viewers. Steps need to be taken that retain the demand among advertisers and allow snipping to be done by customers while sustaining revenues.
One way could be to charge for the facility of snipping and providing schedules and facilities so that some of the gains from cable companies accrue to the networks themselves. Secondly, alternative ways of advertising can be explored such as running tickers with commercial messages below normal programs. In addition, some features of advertisements can be incorporated into programs themselves by allowing advertisers to have their products or services used within the programs broadcasted. Such measures will retain the interest from advertisers as well as sustain a market for advertising space.
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