DVR and Its Impact on Indian Market | Zendy

Shalini Kalia | Zendy

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DVR and Its Impact on Indian Market

Author(s) -

Shalini Kalia

Publication year - 2014

Publication title -

sage open

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.357

H-Index - 32

ISSN - 2158-2440

DOI - 10.1177/2158244014560551

Subject(s) - context (archaeology) , advertising , marketing , business , history , archaeology

The television viewing experience has been completelyrevolutionized with the advent of digital video recorder (DVR). The comfort and ease ofwatching programs at one’s own convenience and saving time by fast forwarding thecommercials have completely changed the viewers’ life style. Considering the fact, thatfast forwarding of commercials defeats the ultimate purpose of reaching out to TVviewers, a lot is at stake for the advertisers who ignore the impact of DVRs onadvertising. International advertising market has already started adopting creative waysto hold the viewers’ attention in this time-shifted world. The available literaturereview 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 isbased on literature review to understand the threats and opportunities of DVRs in globalmarket, identify the creative strategies adopted by other countries to combat thesethreats, analyze the current situation of impact of DVRs in Indian market, and makerecommendations for future in context to India

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