The initial emphasis of VOD applications is likely to be on selling films, but it could be used to offer all forms of TV entertainment when the public wants it - news, weather, soaps, and so on. These will become like video games and the Internet will become yet another rival attraction to standard TV viewing with spot advertising. The PVR makes the viewer a time lord over broadcast television with the power to watch anything. If the telephone rings and the viewer wants to answer it, he/she can simply pause the programme and return later.
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Or skip the boring bits. Or maybe even (one day) delete the ads. Will enable "free" tele- vision. Could anything score higher for quality, value and convenience? Sooner or later the introduction of the PVR will make it possible for viewers to watch broadcasts without adverts advertisers and their partners should promote the concept that viewers must pay to watch PVR programming if they choose not to let the recorded commercials run. Key options for media marketers will be to move monies into other media and/or to seek a more integrated presence through programme sponsorship. Advertisers must take seriously the audience measurement research challenge.