PVR decoders impacting SA TV habits

2011-11-17 07:22
Thinus Ferreira
Cape Town – PVR households – homes that have and use a personal video recorder to record TV shows - now comprise 3% of all TV households in South Africa.

Industry experts describe this growth as "terrific" and believe it is starting to have a significant impact on South African viewers.

"PVR households now comprise 3% of all TV households in South Africa and PVR usage in South Africa is just unbelievable and terrific."

So says Dr Chris Eyre, the managing director of AGB Nielsen Media Research in South Africa.

He was speaking on Thursday to advertisers, media planners, press and industry stakeholders about the growing impact of time-shifted viewing (TSV) in South Africa's television environment.

The top PVR'ed shows in South Africa now include Carte Blanche on M-Net and Kwêla, Binneland and Boer Soek 'n Vrou on kykNET.

"That 3% of PVR households are the top 3% of TV households – very upmarket people, working people - they don't have a lot of time to sit and watch TV, they spend less time watching live television; and they watch a lot of PVR'ed shows they've recorded. They're time-poor and want to watch television when they can,'' says Eyre.

Commercials don't suffer

"The interesting thing though, according to the latest research, is that with PVR viewing, commercials don't suffer," he says.

"There is actually a greater viewership of commercials with a PVR. If an advert is bad –  the "buy two for one of this thing tomorrow" – it's not watched. However, commercials that are worth watching, that are recorded on a PVR, actually maintain viewership to a large degree.

"Analogue channels like SABC1, SABC2, SABC3 and e.tv do pick up time-shifted viewers on DStv – meaning people record shows on those channels on their DStv PVR and watch it later.

"Those viewers are added back to the original viewership figures, but the gain is smaller than for M-Net and other DStv channels which have a much higher PVR usage," he said.

The latest viewership gain per TV channel in primetime when PVR household viewing, or so-called "time-shifted viewing" (TSV) gets added in, now looks as follows:

SABC1 - 2%
SABC2 - 1.4%
SABC3 - 0.7%
e.tv - 1.4%
M-Net - 14.2% (not M-Net analogue; M-Net on DStv)
DStv total combined for other channels - 15.1%

"The growth of PVRs and PVR usage in South Africa is just unbelievable," says Eyre.

"PVR use is just going to keep growing – there's no question about that. The longer you have a PVR, the more you use it."

Comments

  • Fred - 2011-11-17 08:09

    This advertorial was sponsored by DSTV just in time for Christmas shopping.

      gillian.bush - 2011-11-17 08:22

      I attended this industry presentation in Cape Town on Wednesday, and it was very interesting. The research is done by an independent international company, and is incorporates all the stations in the South African landscape. The industry uses the data to project TV ratings for advertising campaigns.

  • Adrienne - 2011-11-17 08:19

    I am certainly not one of those who watches adverts if I have recorded a programme on my PVR! That's the beauty of owning one - fast forward through all those mundane adverts! On Demand is even better - no ads whatsoever.

  • Lawrence - 2011-11-17 08:25

    What a load of crap! Thinus how much were you paid to write this? Common on...

      Deon - 2011-11-17 09:03

      You probably don't have a PVR.

  • jai.strauss - 2011-11-17 09:10

    Die dame kry weer n koppie koue tee in die gesig van Steve Hofmeyer as die soort swak berigte van haar troepe voortgaan. Media24 die einde is naby.

  • Ron - 2011-11-17 09:37

    What a load of bollocks. One of the positive things about my pvr is that I dont have to watch those adverts or DSTV telling us how great they are over and over.

  • gareth.mann - 2011-11-17 09:41

    So, people use PVRs in much the same way as people use(d) VCRs. Except that now we know what they're recording. Epic stuff.

  • Trevor - 2011-11-17 10:20

    PVR should be for free..we pay for the DSTV...we pay MORE for the ability to record by buying the hardwear now I ask you, why the HELL are we paying AGAIN to record a program we paid for and on a device we paid for????DSTV is an absolute RIPOFF...besides the CONTINUOUS re-run of every series they show...and movies from the 80's like ROBOCOP...DSTV Black Diamonds must be milking it gooooood

      Deon - 2011-11-17 11:08

      The price came down from R4000 to R1 499, not too bad. When last did anything else decrease so much? You should check out Box office for the newer movies (the green botton).

  • 01ndivhu - 2011-11-17 11:09

    Fred, you nailed it. No wonder theres a banner ad for top tv on the right side of this page. These guys are smart arses

  • goyougoodthing - 2011-11-17 11:32

    Commercials suffer big time. The only benefit of PVR is that I can save the relatively decent shows which are few and far between and watch them at my leisure. Unfortunately it does not make the actual content any better. The sooner we get Netflix or similar the better. There are torrents of course, but they are illegal :-)

      Jeffrey - 2011-11-17 11:42

      GoodThing; if you browse in BitTorrent returns torrents as a matter of regular web-searches (obviously). The vast majority of those are perfectly legal. (I've never got to the point of downloading any though, so cannot comment on cost-effectiveness, quality, etc.)

      goyougoodthing - 2011-11-17 12:00

      Well, let's just say I've never downloaded anything illegal. :-)

      danamalan - 2011-11-17 15:57

      Torrents are NOT illegal. I seriously don't know where you got that idea from.

  • Chris - 2011-11-17 11:36

    Trouble is that MNet can't get their programming guide/menus right. Very often a show is recorded but due to incompetant program guides the results are a bit iffy. Also don't the have a clock? One with the right time? Chris Templer

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