Michael Sippey points us to an interesting article which, while not directly related to PVRs, should be interesting for those of us who enjoy more control over our own media consumption.
Backchannelmedia, who is in the business of selling direct-response tv advertising (bias beware) has compiled a lot of data showing the fragmentation of attention due to new platforms and technologies, be it the Internet, game consoles, DVRs, etc. Media companies, according to the Financial Times, have responded with either, "horizontal integration, vertical integration," or, "the search for new sources of revenue." The article argues that the marketplace is moving towards a mass customization future, an argument that Sippey disagrees with due to the costs involved (and I would agree.)
The combination of atomized consumer markets and digitized media technologies are spreading and speeding this process. When tens of millions of consumers live individualized lifestyles, and utilize individualized media and technology (PCs, PDAs, DVRs, iPods, cell phones, etc.), we are well on the way from mass markets to mass customization - markets of one.DRTV Connected: 1 - the Mass Market is Dead
The technology and culture trends point towards more customer control, not more marketer control, so anyone who wants to play in this game is going to have to give up the ghost of one-to-one marketing and instead enable customers to do their own media mix creation. Smart brands will give customers information and services that are easily syndicated, time-shifted, remixed, reused and repurposed.