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After a decade of zapping past commercials using a digital video recorder, consumers may be gearing up to fast-forward past the device.
It won’t happen tomorrow or even next year. But media companies and ad buyers say they are preparing for a day in the not-too-distant future when TV viewers exchange their ability to skip ads for the convenience of getting their favorite programming on any device at any time.
Just as Facebook leapfrogged MySpace, the DVR is finding itself outmuscled by new developments in technology, namely video on demand. VOD is expected to gain favor as the consumer’s preferred way to watch TV and other video entertainment.
This trend should make lots of media companies and advertisers very happy.
At the end of the day, people only care about ease of use. They are willing to tolerate ads as long as the ad-backed technology makes their lives easier. DVR makes watching missed TV shows extremely easy — fast forwarding through ads is an extra perk.
VOD makes watching TV shows even easier than DVR because a viewer doesn’t have to do anything in advance. No programming their DVR to record a show. No missed recordings because the DVR had an error. No deleting unwatched shows because the DVR is at maximum capacity. With VOD, every show is just waiting to be watched as soon as it is available (potentially on any device at any time).
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