DVR and Its Impact on Indian Market
The television viewing experience has been completely revolutionized with the advent of digital video recorder (DVR). The comfort and ease of watching programs at one’s own convenience and saving time by fast forwarding the commercials have completely changed the viewers’ life style. Considering the...
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2014-12-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244014560551 |
| _version_ | 1819315667875135488 |
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| author | Shalini Kalia |
| author_facet | Shalini Kalia |
| author_sort | Shalini Kalia |
| collection | DOAJ |
| description | The television viewing experience has been completely revolutionized with the advent of digital video recorder (DVR). The comfort and ease of watching programs at one’s own convenience and saving time by fast forwarding the commercials have completely changed the viewers’ life style. Considering the fact, that fast forwarding of commercials defeats the ultimate purpose of reaching out to TV viewers, a lot is at stake for the advertisers who ignore the impact of DVRs on advertising. International advertising market has already started adopting creative ways to hold the viewers’ attention in this time-shifted world. The available literature review on impact of DVRs is mainly related to the United States and European countries; hardly any research has been done in this regard in context to India. This study is based on literature review to understand the threats and opportunities of DVRs in global market, identify the creative strategies adopted by other countries to combat these threats, analyze the current situation of impact of DVRs in Indian market, and make recommendations for future in context to India. |
| first_indexed | 2024-12-24T10:03:45Z |
| format | Article |
| id | doaj.art-c3286f5ad6864dfc93ef151f6e4b74d1 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-12-24T10:03:45Z |
| publishDate | 2014-12-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-c3286f5ad6864dfc93ef151f6e4b74d12022-12-21T17:00:54ZengSAGE PublishingSAGE Open2158-24402014-12-01410.1177/215824401456055110.1177_2158244014560551DVR and Its Impact on Indian MarketShalini Kalia0Institute of Management Technology, Ghaziabad, IndiaThe television viewing experience has been completely revolutionized with the advent of digital video recorder (DVR). The comfort and ease of watching programs at one’s own convenience and saving time by fast forwarding the commercials have completely changed the viewers’ life style. Considering the fact, that fast forwarding of commercials defeats the ultimate purpose of reaching out to TV viewers, a lot is at stake for the advertisers who ignore the impact of DVRs on advertising. International advertising market has already started adopting creative ways to hold the viewers’ attention in this time-shifted world. The available literature review on impact of DVRs is mainly related to the United States and European countries; hardly any research has been done in this regard in context to India. This study is based on literature review to understand the threats and opportunities of DVRs in global market, identify the creative strategies adopted by other countries to combat these threats, analyze the current situation of impact of DVRs in Indian market, and make recommendations for future in context to India.https://doi.org/10.1177/2158244014560551 |
| spellingShingle | Shalini Kalia DVR and Its Impact on Indian Market SAGE Open |
| title | DVR and Its Impact on Indian Market |
| title_full | DVR and Its Impact on Indian Market |
| title_fullStr | DVR and Its Impact on Indian Market |
| title_full_unstemmed | DVR and Its Impact on Indian Market |
| title_short | DVR and Its Impact on Indian Market |
| title_sort | dvr and its impact on indian market |
| url | https://doi.org/10.1177/2158244014560551 |
| work_keys_str_mv | AT shalinikalia dvranditsimpactonindianmarket |