Due to a confluence of economic, technological, and social transformations, the entertainment and advertising industries have merged.Ballooning production costs,' the emergence of commercial skipping devices, 2 increased competition between similar products, 3 audience fragmentation, 4 and the skyrocketing costs of reaching the viewer 5 have I Brands on the Screen, THE ECONOMIST, Apr. 20, 1991, at 70. 2 Bill Carter, NBC is Hoping Short Movies Keep Viewers from Zapping, N.Y TIMES, Aug. 4, 2003, at C1.Such devices, or personal video recorders (PVRs), include TiVo and ReplayTV.See TiVo Most Popular FAQ
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Matthew Savare (2004) studied this question.