Abstract
Advertising agencies must respond to changes in television viewing patterns. The advent of new technologies - personal video recorders (PVR), internet protocol television, interactive television portable video and video-on-demand - has greatly affected media consumption. The PVR is particularly feared by advertisers. However, the existing PVR research is inconclusive as to the effects of the new technology. Data from Knowledge Network shows a 17 per cent increase in TV watching among PVR households.