Impact of Digitization and DVRs on Advertisements in India
Shalini Kalia, Nishant Puri,
K.N. Karthikeyan and
- Department of Business Communication, IMT Ghaziabad, India
- Department of Information Management, Deloitte Consulting US India Pvt Ltd, India
- Customer Evaluation and Analytics, Tata Communications Payment Solutions Ltd (Tata Administrative Services), India
- Microsoft Corporation India
Whether proliferation of Digital Video Recorders
(DVRs) would be the end of the 30 second spot
or not has been a debatable topic since its launch.
Globally, the number of television households
with DVRs is projected to reach 337.6 million
by the year 2018 and the impact of DVRs can no
longer be ignored. Research has already proven
that advertisers who ignore the impact of DVRs
risk wasting valuable advertising resources.
Advertisers who are aware of this threat are
already coming up with innovative ways of
getting their messages across to consumers, even
in a time-shifted world.
In India, DVR penetration is still nascent but is
estimated to become significant in the next few
years. The available literature review on DVR is
mainly related to the US and European countries;
hardly any research has been done on impact of
DVRs in the context of India. Through in-depth
interviews with media experts in India, this study
attempts to analyze their perception regarding impact of digitization & DVRs on effectiveness
of advertisements; and the implications for media
planning and creative execution.
It has been concluded from the study that the
leading media planners in India are aware of
the challenges and opportunities posed by DVR.
Although the current scenario related to impact
of DVR on advertising in Indian market is not
perceived as alarming, but experts believe that
awareness regarding the issue and timely strategic
planning would help the advertisers effectively
combat the challenges posed by DVRs in future.
- Bapna, A. (2012, August 17), ‘Advertisers spooked: DVRs allow viewers to record
programmes and watch them after fast-
forwarding advertisements’, The Economic Times,
ET Bureau. Accessed on January 3, 2013, http://
- Bapna, A. (2012, August 19). New devices coming
in, like DVRs, are first supposed to pass the
litmus test of consumer acceptance: Atul Phadnis,
What’s-on-India. ET Bureau. Accessed on October 28, 2012 http://articles.economictimes.
- Consoli, J. (2005), ‘Nets: DVR users see ads’,
Mediaweek, 15(42), p. 5.
- Consoli, J. (2007), ‘DVRs make their presence
felt’, Mediaweek, 17(18), p. 8.
- Du Plessis, Erik (2009), ‘Digital video recorders
and inadvertent advertising exposure’, Journal of
Advertising Research, 49(2), pp. 236–39.
- Ferguson, Douglas A. and Elizabeth M. Perse
(2004), ‘Audience satisfaction among TiVo and
replay TV users’, Journal of Interactive Advertising,
4(2), accessed on November 20, 2012, http://
- Forrester (2002), ‘Will ad-skipping
television?’, Forrester, November.
- Friedman, A. (2010, December 13), ‘Digital
video recorders do not change shopping
behavior, study finds’, UChicagoNews, accessed
on August 14, 2012, http://news.uchicago.
- Global Industry Analysts, Inc. Report (2012),
accessed on October 4, 2013, http://www.prweb.
- HD DTH TV and DVR shootout: Digit rates
the top six players in India (2011), accessed on
7 July 2013, http://www.thinkdigit.com/TVs/
- Maddox, K. (2006), ‘Assessing DVRs’ impact on
TV ads’, B to B, 91(4), p. 16.
- Ministry of Information and Broadcasting
Report (17 September 2012), accessed on 4
December 2013, http://pib.nic.in/newsite/
- Technology, Media and Telecommunications
predictions (2011), accessed on November
- Technology, Media and Telecommunications
Predictions (2012), accessed on December
- Tse, A.C.B. and Lee, R.P.W. (2001), ‘Zapping
commercials: Are they effective?’, Journal of
Advertising Research, 41(3), pp. 25–29.
- Van Meurs, L. (1998), ‘Zapp! A study on
switching behavior during commercial breaks’,
Journal of Advertising Research, 41(3), pp. 43–53.
- Who’s Afraid of the Big Bad DVR? – Millward
Brown examine the implications of DVRs (PVRs)
for advertisers and advertising agencies, (2005),
WPP. Accessed on July 13, 2012, http://www.
- Wurtzel, A. (2006), ‘Pause on this: Why DVR
viewing will not kill the TV spot anytime soon’,
Mediaweek, 16(22), p. 19.