NBC's Wright: DVRs Alter Media Equation

NEW YORK Smaller television commercial loads and shorter pod lengths are likely as more TV viewers buy DVRs and use them to skip ads.

At the same time, product placements and more sophisticated forms of branded entertainment will also increase dramatically as DVR usage rises.

So said NBC Universal chairman Bob Wright on Monday afternoon during an Advertising Week session at the Museum of Television and Radio in New York.

Specifically, Wright was asked how the ad picture for TV would change as DVR household penetration tops 50 percent, which Forrester Research predicts will occur by 2010.