Advertisers and networks now terrified of DVRs

Advertisers and networks now terrified of DVRs: "DVRs are causing a widespread fear among TV advertising players on both sides. The ad agencies and their clients don't want to pay full price since people now use DVRs to skip commercials. The networks say that it's the same thing as the rise of the VCR, and there's no reason why the price of a 30-second spot should be lowered."