| Summary: | The television viewing experience has been completely revolutionized with the advent of digital video recorder (DVR). The comfort and ease of watching programs at one’s own convenience and saving time by fast forwarding the commercials have completely changed the viewers’ life style. Considering the fact, that fast forwarding of commercials defeats the ultimate purpose of reaching out to TV viewers, a lot is at stake for the advertisers who ignore the impact of DVRs on advertising. International advertising market has already started adopting creative ways to hold the viewers’ attention in this time-shifted world. The available literature review on impact of DVRs is mainly related to the United States and European countries; hardly any research has been done in this regard in context to India. This study is based on literature review to understand the threats and opportunities of DVRs in global market, identify the creative strategies adopted by other countries to combat these threats, analyze the current situation of impact of DVRs in Indian market, and make recommendations for future in context to India.
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