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With the help of information technology, PVR has been evaluated as an innovative device that brings epochal changes for program selection and convenience of receivers with the convergence between broadcasting and telecommunication. Satellite broadcasters introduced PVR service to strengthen its interactive function. This study analyzed PVR user behavior and how it changed the existing TV viewing behavior through satellite subscribers. The results revealed that PVR subscribers mainly used it for time shifting like VCR use. FUrthermore, heavy PVR users watched TV more than on average and enjoyed a divers genre of programs. This study provides scholarly implication for PVR using behavior and its effects and its useful information for contents and marketing strategy to help PVR service popularization.

Analysis on PVR Service as a Supplementary Function of Interactive Service: Based on Satellite Broadcasting Subscribers