DVR冲击波 业界亟须建立对广告收视率的共识  

Time to Move Forward：Common ground needs to be found over commercial ratings

作　　者：Lyle Schwartz 王怡 

机构地区：[1]Mediaweek

出　　处：《成功营销》2007年第1期34-35,共2页V Marketing China

摘　　要：科技的发展已使得传统的电视节目收视率成为过时的标准。现如今已经被DVR（数字视频录像机）技术武装起来的消费者，正逐步改变收看电视的习惯。比起从前．观众们对于收看什么节目、何时收看或跳过什么节目．有了更多的选择和决定权．而这种趋势只会愈演愈烈。Technology has rendered the traditional pro- gram rating obsolete. Consumers today, armed with DVR technology, are changing the way television is being viewed. They have more choice and control over what and when they watch-or skip-than ever before, and this trend will only increase.

关 键 词：DVR 广告收视率 冲击波 节目收视率 数字视频录像机 看电视 消费者 决定权 

分 类 号：F713.8[经济管理—广告]