Whether referred as a Personal Video Recorder (PVR) or Digital Video Recorder (DVR), “it is clear that the launch of the DVR in 1999 has already challenged some of the long-standing conventional notions of television’s purported essence, reception and social function� (Boddy, 2004:130). The small device, existing as either a separate set-up box (STB) or integrated into the television transmits and stores programs into its hard-disc drive drastically moving away from the traditional mode of television viewing due to time-shifting abilities. With the ability to rewind, replay, fast-forward and pause live television, the experience has become freely manageable to the individual. Asynchronous viewing enables consumers complete control over, allowing the consumer to decide when they wish to view programs, instead at the broadcasters’ choosing. “The PVR was intended to capitalise on the expected demand for asynchronous TV viewing.� (Given, 2003:207)
In combination with the simple, high quality storage of data and advertisement skipping capabilities, the PVR growth and population in America has undergone a slow start, despite an existence in the marketplace since 1999. Initially many in the entertainment industry and media believed the introduction of PVRs would immediately set in motion the downfall of commercial television because of the immense capabilities it contained. This has not been warranted with a 2001 report made in the Washington Post. “In 1999, Boston-based Forester Research predicated that 50 million homes would have DVRs by 2005. Fewer than 300,000 have sold so far� (Stern, 2001). Or Forrester Research’s 2002 prediction that “2.3 million Americans would watch TV on PVR enabled sets in 2002, a figure the company said would rise to 8.2 million by the end of 2003 and 42 million by 2006.� (Zanthus, 2002)
Factors attributing to the initial slow uptake include ineffective marketing (what a PVR did and whether it was financially safe), privacy issues and resistance from the entertainment industry. (Zanthus, 2002) Concerns still remain about privacy however effective, informative marketing campaigns and affiliations within the entertainment industry have seen PVR sales improve dramatically. Current American statistics demonstrate a steady rise in PVR ownership, with the 2004 Ownership and Trend Report from The Home Technology Monitor™ reporting “4% of TV homes report owning a DVR (such as TiVo™) – a figure that has doubled in the past 6 months.� (http://www.knowledgenetworks.com/info/press/releases/2004/063004_htm.htm, Accessed Oct 27 2004) This equates roughly to 1 in every 25 American home owning a PVR unit. On a global scale, InStat Research reported “worldwide unit shipments of PVR products grew from 1.5 million in 2002 to 4.6 million in 2003. In 2004, In-Stat/MDR projects that unit shipments will top 11 million.� (http://www.instat.com/press.asp?Sku=IN0401238ME&ID=968, Accessed Oct 27 2004)
Other countries which have launched the PVR include the United Kingdom and Japan. Australia sits in the early stages of the third generation (TV3G) of television (Perse and Ferguson, 2003) with digital television only implemented in 2001. Digital television has only made a small impact for Australian broadcasting (Given, 2003:238) therefore it is likely the future of PVR seems uncertain. (Glidden, 2002)
The PVR has evolved since its beginnings as a STB, now readily available in other combinations such as a PVR/DVD Recorder, PVR/PC device or integrated within a paid television package. The industry is becoming more competitive as consumers become more alert and aware of other PVR products which exist beyond the traditional set-top box. JupiterResearch predicts the “market share of standalone and PC-based DVRs will erode in favor of DVRs tied to cable and satellite service. While standalone models currently comprise 39% of the online household market, by 2009 they will account for only 20%, and cable/satellite DVRs will grow from 61% in 2004 to 80% of this market in 2009.� (http://www.emarketer.com/Article.aspx?1003094, Accessed 28 Oct 2004) Cable companies such as Echostar Communications Corporation’s Dish Network are entering the marketplace and instead of creating alliances with existing PVR companies such as TiVo or ReplayTV, by using a third-party company are able to integrate the technology into their packages without paying patents on their licenses. Other cable television companies such as Time Warner Cable and Comcast have affiliated with Scientific-Atlanta or [1] for this very reason. (Cabré, 2004)
REFERENCES
Boddy, W. (2004) New Media and Popular Imagination – Launching Radio, Television, and Digital Media in the United States, New York: Oxford University Press ISBN 0198711468
Cabré, C. (2004) "Personal Video Recorders find it difficult to get off the ground," retrieved August 10, 2004, from this source.
eMarketer Inc. (2004) "DVR Market Set to Change," retrieved October 28, 2004, from this source.
Given, J. (2003) Turning Off The Television – Broadcasting’s Uncertain Future, Sydney: UNSW Press Book ISBN 0868405000
Gliddon, J. (2002) “PVRs: Personal Best,� The Bulletin: eBulletin, retrieved August 8, 2004, from this source.
Paxton, M., Fischer, K. (2004) "PVRs Making Headway - Unit Shipments Triple in 2003," retrieved October 28, 2004, from this source.
Stanton, D. (2004) "DVRs, Other High-End Video Devices Gain Traction; Complexity, Consumer Control Also on the Rise," retrieved October 28, 2004, from this source.
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Linda Wong 07:32, 29 Oct 2004 (EST)
