That second point was revealed via new research from ESPN, which showed that 85 percent of DVR households own only one, and 68 percent of viewing in those households is done on the TV set connected to the DVR. The implication, he said, is that DVRs are leading to more family viewing within those households.

"I've felt for some time that in some respects, the DVR might actually encourage viewing, especially family viewing," reacted Charlie Rutman, CEO of MPG. "When you think about it, the DVR becomes the media center of the household, and draws everyone to it."

"I would definitely buy into that. I have five TVs in my house, and the DVR draws the family together as a function," concurs Bob Flood, executive vice president-director of national electronic media at Optimedia. "I think it would be interesting to do more research on the co-viewing impact of DVRs to learn how it impacts how people watch TV, but it definitely is bringing people back together again at a time when we all thought people would be splintering off into other directions."

However, Flood noted that although family members may be gathered around a TV with a DVR, they are likely doing more simultaneous media usage within that room. "Typically, it's in the den or living room, or family room where there's also a PC with Internet access, or a gaming system or other technologies that might be competing with the television," he noted.

Meanwhile, new research released Friday during the PROMAX conference in New York indicates that DVRs also are being used to enhance advertising, not always to avoid it. The study, conducted by Frank N. Magid Associates, found that 55 percent of DVR users "on occasion" stop while fast-forwarding to watch a commercial that catches their attention.

Not surprisingly, Magid concluded, in order to get the viewer to stop fast-forwarding, the spot or commercial must "make an emotional connection (with humor, riveting video, etc.) and provide strong and compelling content or products that the viewer is interested in using."

Additionally, the researcher said, advertisers and agencies need to adopt new commercial production techniques, especially ones that are more eye-catching, "with less cuts and stronger visual elements. Producers need to understand how each DVR system differs, such as how the fast-forward bar intrudes on the TV screen, and the impact it has on graphic placement."

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