Fast Forwarding Digital Cable .. TiVo, DVR, VOD etc

Cable companies that have invested billions of dollars upgrading their networks for digital have been disappointed to find that viewers are churning even faster than they did for analog cable—unless they are offered programs and movies on demand, a technology that makes the digital premium worthwhile to them. There is a catch, however: the networks are reluctant to offer programming on demand because this makes it easier for viewers to skip advertisements and thus costs the networks revenues.

For details visit: http://www.mckinseyquarterly.com/article_page.aspx?ar=1283&L2=17

Its a fast world !!