JupiterResearch recommends that networks work with advertisers to develop a new model that delivers messages, even with the ad-skipping technology.

"The $8 billion segment of ... TV advertising revenues potentially at risk due to DVR commercial skipping is not a foregone conclusion, but reworking ads to leverage the unique DVR experience could open new avenues of creativity and relationships with viewers," said David Schatsky, president of JupiterKagan Research.

The report is called "The DVR Dilemma: Managing Consumer Behavior."

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