How much of an impact does the DVR have on advertising?

I agree with the chairman because it is offensive. AT&T along with many other companies work hard every day to partner and work out contracts with sponsors. The DVR is meant for recording, fast forwarding and rewinding. Most fast forwarding and rewinding takes away in real time seeing the commercial that was supposed to play in the programming schedule and therefore takes money away from the cable programmer. AT&T has contracts with multiple cable networks in order to receive there channels and in due course they have to promote whatever company that is. Most families’ feel that by fast forwarding and rewinding to certain parts in order to waste time until the show comes back on in real time is a way to waste time. If we don't feel like watching the commercials or ads we simply go back to a point in the show we were watching then press a button to go back to real time airing and continue to watch the program. In turn it is a waste of money of the sponsors. Ted Harbert has a right to be upset about the DVR. As the chairman of NBC, which is a million dollar company, he doesn't want to be cheated out of the money that would rightfully go to paying their partners for their continued sponsorship.