AdGrinder

Yesterday AgAge published the article <a href=”http://adage.com/mediaworks/article?article_id=130252″>Ad Skipping? Just Wait. It’s Going to Get Worse</a>. Within it, the concept of a &quot;network DVR&quot; was discussed, specifically as devised by <a href=”http://www.cablevision.com/”>Cablevision</a>. Craig Moffet is quoted as saying &quot;In short order, effective DVR penetration could now jump to north of 60% of cable households (that is, all digital cable subscribers) with an even larger increase in DVR outlets per home.&quot;

Not only will DVRs begin to accelerate household penetration, and chew into VOD (thereby further upsetting the major networks), but they’ll also open the world of non-traditional, downloadable and/or streaming content in a more easy to digest (i.e. sitting on the couch) way. We are already seeing RSS feeds and <a href=”http://www.amazon.com”>Amazon</a> downloads being made available to TiVo boxes and other DVRs, so we should assume that they’ll be available to network DVRs in short order.

Disruption. How do the networks survive?