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Digital video recorder: End of the era of Prime Time in the History of television
Enkayaar, Bollywood Trade News Network
A major moment of change is going to happen in the Indian television arena, which is going to make the concept of prime time television stand on its head. It is the introduction of the digital video recorder, which was introduced in the Indian market by Big TV, followed by Airtel and now Tata Sky has also jumped into the fray.
It is a major disruption in the manner in which the advertisement slots are bracketed and it would make the concept of Prime Time literally redundant as now with the facility to record the favourite program embedded in the remote, a new sociological development may also be experienced in the Indian society. Prime time in its original concept meant that life of the average Indian was guided by the television programs being slotted on the television.
With the facility of recording being extended now a program can be viewed at one's own leisure. What kind of impact would it have on the television industry, the advertising industry and the activity of media buying? Now every time would be a prime time.
Would it increase the bargaining power of the advertisement industry? One of the fallouts would be that when a program is being recorded it would not be able to make a distinction between a program and an advertisement and would record the program in one go.
So, for a media-selling agency it would be the quality of content that would command the advertisement and not the time during which the program is being broadcasted. It is owing to the fact that the public which is swayed or guided by the advertisements is gradually shifting over to the cable television and having the luxury to view a program at his or her own convenience would not mind an intrusion of an advertisement.
So like the websites, where an advertisement is an adornment along with content, the same would happen with the television industry as well. It would also make the concept TRP rating redundant and the programs viewer ship would be guided by the number of recordings of a program, in the same manner as the number of hits on a website is the benchmark of its readability.
Television would not be the same again, and the disruption that it would cause would be setting new paradigms for the entertainment industry, and the advertising industry in general and the television industry in particular.