Cable Technology Feature Article
October 16, 2009
Digital Video Recorders Revolutionize TV Viewing in India: Report
By Rajani Baburajan, TMCnet Contributor
Digital video recorders are influencing the lives of millions of Indians. A recent survey reveals some of the interesting changes, which DVR brought to Indian homes.
The survey of DVR owners in India, commissioned by digital TV technology solutions provider NDS and undertaken by Media Partners Asia, reveals that “once consumers have used a DVR, they can’t live without one.”
DVRs in India have become the second most essential household technology item, beaten only by mobile phone, according to the NDS (News - Alert) survey. While mobile phone is voted as the most essential gadget by 94 percent of the surveyed, DVR gained 77 percent of votes. A home PC got the third position.
The survey concludes that owning a DVR makes for a happier home life in India. Owners of DVRs such as Tata Sky+ and Hathway Digital Box Plus Recorder said that a DVR makes TV viewing more enjoyable and enables them to find and watch more interesting programs.
A DVR lets viewers watch what they want and whenever they want. The technology lets them pause live TV, record, play back and rewind and fast forward their TV programs according to their choice.
NDS said DVR has revolutionized the way people watch TV. It has influenced their personal lives too. With immense flexibility and freedom to view the programs, people are able to spend their quality time with their family and friends.
With a large array of entertainment options available to satisfy the needs of different types of TV viewers, a DVR is the best way to reach out to all audience. With the recording capability, any user may watch his /her favorite program that is overlapping with other programs at their own convenience.
A DVR is one of the most easy-to-use gadgets, easily handled by even people with no prior experience in using it.
According to the survey, a DVR owner watches a total of 4.2 hours of television a day on an average which includes 2.9 hours of broadcast TV and 1.3 hours of recorded TV. About 86 percent of respondents said they would recommend owning a DVR because they do not have to rush home to watch a particular program. About 22 percent of respondents already have a second DVR and a further 31 percent would consider getting a second one in the future.
“DVRs allow families in India to watch what they want on TV when they want, which makes for a happier, less stressful home life,” said Sue Taylor, NDS senior vice president and general manager Asia Pacific, in a statement. “A DVR is one of those items that, once tried, is difficult to give up, because it opens up a whole new world of TV viewing possibilities.”
NDS recently announced partnership with ACCESS Systems Europe Holdings B.V to bring Pay-TV and free-to-air channels to connected-TVs without the need for a set-top box, TMCnet reported. To facilitate this, both companies will integrate the NDS InfiniteTV hybrid content platform with ACCESS’ NetFront Browser, officials said.
Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.
Edited by Amy Tierney