The World: Orlando - US analysts predict growth in time-shifted viewing

TiVo's chief executive, Tom Rogers, has predicted a bleak future for TV ads as the demand for digital video recorders increases. Analysts believe that in the next three years, 50 to 60 million US homes will own DVRs, allowing viewers to shift the times of their programming and fast-forward through ads.

Speaking at the Association of National Advertisers' annual conference, Rogers said: "Probably two-thirds or more of the households that advertisers care about reaching will be fast-forwarding through television ads."