Watching is watching - despite the hard disk
Hard disk recorders Advertising can breathe a sigh of relief: TV viewing habits do not appear to be changing
Hard disk recorders According to a new study, recording devices are not set to revolutionize TV viewing habits after all.
week, you can use it to record TV programs at will,
watch them time-shifted by means of so-called timeshift and
Panic potential for the advertising industry - the advertising blocks simply
skip.
On behalf of IP Deutschland and the ProSieben-Sat-1 Group, the
Institute for Market and Media Research (IFM) in Cologne 50 television users
on the couch and scanned them by means of questioning to what extent
change their TV habits after the purchase of a
hard disk recorders have changed. Advertising Week has a résumé
of the study, which will be presented at the upcoming Screen-up Conference on October 25 in
Zurich is presented.
The IFM comes to the conclusion that the devices will not lead to a revolution.
habits of the television audience.
Hard disk recorders are therefore not advertising killers, as is repeatedly claimed.
feared by the advertising industry. The test subjects "hardly use the devices
more than occasionally" in order to avoid advertising, it says, although
these would be purchased with the intention of "systematically
to cut out". The momentum of TV reception can even be seen in
room for sufficient advertising tolerance" in many everyday situations. Since
The question is, why do people buy hard disk recorders at all?
The purchase is motivated by the intention to break away from the broadcasters' program requirements.
according to the motto: Everyone his own program director.
However, according to the IFM study, this is not the case in everyday life.
persevered. Instead, device owners are experiencing a kind of
parallel television: Normal television as before and on the other hand
occasional viewing via hard disk in order to maintain program sovereignty, so to speak
to exercise. Because television seems to be more under control that way,
it will be seen as more valuable again, they say.
However, the study takes into account the price development of the
Hard disk recorders do not. The prices of the devices, currently still
between 1500 and 2000 francs, will fall as expected and the
will soon replace current DVD recorders.
week, you can use it to record TV programs at will,
watch them time-shifted by means of so-called timeshift and
Panic potential for the advertising industry - the advertising blocks simply
skip.
On behalf of IP Deutschland and the ProSieben-Sat-1 Group, the
Institute for Market and Media Research (IFM) in Cologne 50 television users
on the couch and scanned them by means of questioning to what extent
change their TV habits after the purchase of a
hard disk recorders have changed. Advertising Week has a résumé
of the study, which will be presented at the upcoming Screen-up Conference on October 25 in
Zurich is presented.
The IFM comes to the conclusion that the devices will not lead to a revolution.
habits of the television audience.
Hard disk recorders are therefore not advertising killers, as is repeatedly claimed.
feared by the advertising industry. The test subjects "hardly use the devices
more than occasionally" in order to avoid advertising, it says, although
these would be purchased with the intention of "systematically
to cut out". The momentum of TV reception can even be seen in
room for sufficient advertising tolerance" in many everyday situations. Since
The question is, why do people buy hard disk recorders at all?
The purchase is motivated by the intention to break away from the broadcasters' program requirements.
according to the motto: Everyone his own program director.
However, according to the IFM study, this is not the case in everyday life.
persevered. Instead, device owners are experiencing a kind of
parallel television: Normal television as before and on the other hand
occasional viewing via hard disk in order to maintain program sovereignty, so to speak
to exercise. Because television seems to be more under control that way,
it will be seen as more valuable again, they say.
However, the study takes into account the price development of the
Hard disk recorders do not. The prices of the devices, currently still
between 1500 and 2000 francs, will fall as expected and the
will soon replace current DVD recorders.
René Worni
