TV advertising as we know it may only have a lifespan of another two to three years, according to the latest long-term forecast from Initiative Media.
Personal video recorders (PVRs), the devices which allow viewers to skip commercial breaks and which have been giving broadcasters the jitters for several years, are poised to make some serious inroads in Ireland, according to the media-buying agency.
Initiative believes that ownership of personal video recorders in Ireland may...
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