Whilst TV companies look at their online strategies, we're also seeing an increasing trend by TV platform brands to take ownership of PVRS. We saw Sky buy Amstrad and now DirecTV (34% owned by News Corp) has bought the assets of replayTV, who were an early mover in the PVR market but lost a significant court battle with Hollywood.
So why the vertical integration? NewTV offers new advertising opportunities and formats as well as the possibility of addressable TV ads - and the broadcasters are keen to own that space.
But new players want to be involved and are developing new approaches and technologies - GroupM (the operating company that MindShare is part of) has just invested in Invidi, one of the leading companies in this space.
TV is not going away but it is going to be very different