Editing Digital video recorder (section)

==Television advertisements==
{{see|TV advertising}}
Digital video recorders are also changing the way television programs advertise products. Watching pre-recorded programs allows users to fast-forward through [[commercials]], and some technology allows users to remove commercials entirely. Half of viewers in the United States, for example, use DVRs to skip commercials entirely.<ref name=WhyNewShows/> This feature has been controversial for the last decade, with major television networks and movie studios claiming it violates copyright and should be banned.

In 1985, an employee of Honeywell's Physical Sciences Center, David Rafner, first described a drive-based DVR designed for home TV recording, [[time shifting]], and [[commercial skipping]].<ref>{{cite web|title=Digital Video Recorders|url=http://www.lauttamus.com/Security/Products/dvr.asp|url-status=dead|archive-url=https://web.archive.org/web/20140502192503/http://www.lauttamus.com/Security/Products/dvr.asp |archive-date=2014-05-02 |access-date=2017-04-10}}</ref> U.S. Patent 4,972,396  focused on a multi-channel design to allow simultaneous independent recording and playback. Broadly anticipating future DVR developments, it describes possible applications such as streaming compression, editing, captioning, multi-channel security monitoring, military sensor platforms, and remotely piloted vehicles.{{citation needed|date=September 2012}}

In 1999, the first DVR which had a built-in commercial skipping feature was introduced by [[ReplayTV]] at the [[Consumer Electronics Show]] in Las Vegas.<ref>{{Cite web |title=1999 Consumer Electronics Show - Las Vegas |url=https://hometheaterhifi.com/volume_6_1/ces-1999-showreport.html |access-date=2023-06-11 |website=hometheaterhifi.com}}</ref> In 2002, five owners of the ReplayTV DVR sued the main television networks and movie studios, asking the federal judge to uphold consumers' rights to record TV shows and skip commercials, claiming that features such as commercial skipping help parents protect their kids from excessive [[consumerism]]. ReplayTV was purchased by [[SONICblue]] in 2001 and in March 2003, SONICblue filed for Chapter 11 bankruptcy after fighting a copyright infringement suit over the ReplayTV's ability to skip commercials. In 2007, [[DirecTV]] purchased the remaining assets of ReplayTV.
A [[Third-party software component|third-party]] add-on for Windows Media Center called "DVRMSToolbox" has the ability to skip commercials.
There is a command-line program called Comskip that detects commercials in an MPEG-2 file and saves their positions to a text file. This file can then be fed to a program like [[MEncoder]] to actually remove the commercials.

Many{{Who|date=September 2019}} speculate that television advertisements will be eliminated altogether,{{Citation needed|date=July 2010}} replaced by [[Product placement|advertising in the TV shows themselves]]. For example, ''Extreme Makeover: Home Edition'' advertises [[Sears, Roebuck and Company|Sears]], [[Kenmore Appliances|Kenmore]], [[Kohler Company|Kohler]], and [[Home Depot]] by specifically using products from these companies, and some sports events like the [[Sprint Cup Series|Sprint Cup]] of [[NASCAR]] are named after sponsors.

Another type of advertisement shown more and more, mostly for advertising television shows on the same channel, is where the ad overlays the bottom of the television screen, blocking out some of the picture.  "Banners", or "logo bugs", as they are called, are referred to by media companies as Secondary Events (2E).{{Citation needed|date=April 2016}}  This is done in much the same way as severe weather warnings are done.  Sometimes, these take up only 5–10% of the screen, but in the extreme, can take up as much as 25% of the viewing area.  Some even make noise or move across the screen.  One example of this is the 2E ads for ''[[Three Moons Over Milford]]'' in the months before its premiere.  A video taking up approximately 25% of the bottom-left portion of the screen would show a comet impacting into the moon with an accompanying explosion, during another television program.

Because of this widely used new technology, advertisers are now looking at a new way to market their products on television. An excerpt from the magazine ''[[Advertising Age]]'' reads: "As advertisers lose the ability to invade the home, and consumer's minds, they will be forced to wait for an invitation. This means that they have to learn what kinds of advertising content customers will actually be willing to seek out and receive."<ref>Jenkins, Henry. "Convergence Culture: Where Old and New Media Collide. Buying Into American Idol". (p. 66–67)</ref>

With ad skipping and the time-sensitive nature of certain ads, advertisers are wary of buying commercial time on shows that are heavily digitally video-recorded.<ref name="adver">{{cite news | last = Young | first = Susan | url = https://variety.com/2009/digital/features/devotees-delay-lost-passion-1118002941/ | title = Devotees delay 'Lost' passion | date = 2009-04-28 | work = [[Variety (magazine)|Variety]] | access-date = 2009-04-29}}</ref> However, technology today makes it possible for networks to insert ads dynamically on videos being played in DVRs. Advertisers could inject time-relevant ads to recorded programs when the program is viewed. This way the ads could be not just topical but also personalized to viewers interests. [[DirecTV]] in March 2011 signed an arrangement with [[NDS Group]] to enable the delivery of such addressable advertisement.<ref>{{cite web|last=Lucas |first=Amy |title=DIRECTV Chooses NDS Dynamic™ to Support Addressable Advertising |url=http://www.nds.com/press_releases2011/DIRECTV_NDSDynamic_220311.html |work=Corporate Communications |publisher=NDS |access-date=3 April 2011 |url-status=dead |archive-url=https://web.archive.org/web/20110726022944/http://www.nds.com/press_releases2011/DIRECTV_NDSDynamic_220311.html |archive-date=26 July 2011 }}</ref>
It is believed that viewers prefer to forward ads, than to switch the channel.  By switching channels, viewers will have the probability of skipping the beginning of their program.  Users might switch to a channel that is also showing ads.  Having the ability to pause, rewind, and forward live TV gives users a chance to change the channel fewer times.  Forwarding ads can have a later effect on the viewer.  Ads that get the viewers' attention will influence the viewers' to rewind and watch what was missed.<ref>{{cite journal|last=Wilbur|first=Kenneth C.|title=How the Digital Video Recorder (DVR) Changes Traditional Television Advertising|journal=Journal of Advertising|year=2008|volume=37|issue=1|page=144|doi=10.2753/JOA0091-3367370111|s2cid=145337108}}</ref>

In January 2012, [[Dish Network]] announced Hopper service, costing $10 extra per month, which recorded [[prime-time]] programming from the four major broadcast networks. With the Auto Hop feature, viewers can watch the programs they choose without commercials, without making the effort to fast-forward. On May 24, 2012, Dish and the networks filed suit in federal court.<ref>{{cite news|url=https://www.bloomberg.com/news/2012-06-05/dish-s-ad-skip-tool-may-benefit-from-cablevision-dvr-case.html |title=Dish's Ad-Skip Tool May Benefit From Cablevision DVR Case |last=Jeffrey |first=Don |work=[[Bloomberg L.P.|Bloomberg]] |date=June 5, 2012|access-date=June 5, 2012}}</ref>