| MUMBAI:
"Television remains a strong, growth oriented business and despite fragmentation,
rising internet interest and many gloomy forecasts, television viewership around
the world is on the rise," said Nielsen Media Research, International chairman
Robert L McCann. McCann was speaking at the
third day of Ficci Frames 2006 in Mumbai. "PVRs and DVRs seem threatening
but the focus should be on these infernal time shifting machines," he added.
Throwing in some figures
from the US, McCann said that more than $ 130 billion was spent in the US on television
advertising. "The emerging truth is that the consumer is the boss. With the
coming in of PVRs and DVRs, time shifting viewing, instant replay of live television,
commercial zapping are all becoming a reality," McCann said. "Another
reality is that emerging technologies may alter traditional advertising supported
television business model. However, despite all these changes, content remains
the king. Those who will embrace these changes will win and those who will ignore
them may suffer," McCann concluded. | 
