oa Journal of Marketing - A viewing revolution?
Personal Video Recorders (PVRs), also called digital video recorders (DVR) or digital personal video recorders, look set to alter the way audiences view television by giving them greater choice in how they choose to watch television. Many television advertisers believe PVRs could dramatically affect traditional television advertising. But are PVRs really a cause for concern or do marketers simply need to learn to work around the technology?
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