Business Case Studies, Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study, DVRs, Advertising Industry

print page
Tell A Friend
Bookmark
 

Case Categories

Brand / Marketing Communication Strategies and Advertising and Promotional Strategies Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

DVRs and Advertising Industry: Opportunity and a Threat?

Publication Year : 2004

Authors: D Gayatri, T Phani Madhav

Industry: Advertising

Region:USA

Case Code: MCS008

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case StudyOR





Abstract:
DVR (digital video recorders) emerged as a threat to the global advertising industry as well as the traditional revenue model of free television in the US. These devices which allowed advertisement skipping became popular among the television viewers in the US. As a result, advertisement viewership dropped for major television channels and advertisers were shifting to other forms of product promotion. At the same time, TiVo and ReplayTV, which pioneered the DVR industry in the country, were reinforcing their image as 'industry friendly' with advertising alliances with marketers. Advertisement agencies were also collaborating with TiVo and were discovering the new media as an opportunity. 'Recency', a model that gives prominence to reach over frequency and 'advertainment', advertisements that entertain, were the evolving concepts that gained relevance in the industry.

Pedagogical Objectives:

    To discuss the opportunities and threats the DVRs are posing to the advertising and the television media industry.

Keywords : TiVo as a threat to advertising, DVR (digital video recorders), Advertisement skipping, Marketing Strategies Case Study, Traditional free television model, Advertising industry, DVR penetration, 30-second commercials, 'Advertiser friendly' TiVo, TiVo as an opportunity, Television viewing habits, Video on demand, TiVo users in US, Time shifting, Advertainment, Recency

Contents:

  • TiVo & ReplayTV – Advertisers' Enemies?
  • The Threat From DVRs
  • DVR Owners Watch More Television
  • Advertisers' Dilemma
  • An opportunity as well!

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap