Emily Bell, Guardian Unlimited

Emily Bell, editor-in-chief of Guardian Unlimited, weighs in with an opinion piece about the impact of PVRs with respect to TV program scheduling. While not too much new ground is covered here, it is important to note how executives of major media organizations understand that their world is changing.

The ability to pick and store programmes at random leaves schedulers with an insurmountable problem, and presents the challenge of marketing in a noisy and fragmented environment. The concept of building an audience could, in a few years, be living on borrowed time. Our loyalties no longer belong to the schedule but to individual programmes in a way mainstream broadcasters thought would never happen.

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