With the PVR’s becoming successful with the customers it could affect the advertising industry significantly. With the Sky plus box allowing viewers total control over what they watch and more importantly allowing the viewers to record and forward the programmes does not sound so appealing to the advertising world. Normally on shows like The Bill aired on ITV on Thursdays 9pm you would have a 1 hour show which would get split up into four different sections. Each section would last about 15 minute’s air time after which we switch to adverts for a few minutes. If you have a show recorded then you would not have to sit through the adverts but could simply forward them. I f the majority of people started doing this then it could kill the advertising industry. However they also realise this and have decided to make changes also as with TiVo the audience would see an icon at the bottom of the screen which intends to catch the audience eye. This then allows the audience to press the red button and it would take you to a different screen where they would get information on a car or movie trailers depending on what the theme for the advert would be.
