4/27/2007

DVRs are having an impact not only in viewers' homes but also on the shows they're watching. For the first time, Nielsen Media Research revealed the number of viewers who are watching TV shows in a time-shifted mode of play. The DVR data are expected to have a big impact on next month's upfront negotiations, and they will help advertisers determine how often viewers fast-forward through commercials on their DVRs.

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