DVR usage making big changes in television viewing

The promise inherent in digital video recorders — that viewers can be in control of their own TV schedules — is rapidly being fulfilled this fall, and the business is changing around it. Nearly 30% of the nation's TV homes have at least one. Nowhere is the impact more apparent than at the CW, where recording the shows and watching them later account for nearly 17% of the network's viewership over a one-week period. Two years ago, it was less than 5%, according to Nielsen Media Research. The time-shifting is more dramatic for individual shows. The CW even had a week where the audience of 18-to-34-year-old women for 90210 increased by a stunning 79% over the live broadcast. Viewing for ABC, CBS and NBC programs are all more than 10% time-shifted now, too. Fox's programming is only 8% time-shifted this fall, in large part because it has shown postseason baseball, which very few people watch later.