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Poltrack is one of the industry’s experts on researching viewing habits and telling programmers and executives what the data mean. At presentations, he likes to flout a photograph of a 2000 New York Times Magazine cover story that predicts “The End of the Mass Market” because of DVRs.

Reading the above quotation from David Poltrack in Frank Ahrens WP piece on DVR’s the expression ‘over estimate the short term impact, underestimate the long term impact came’ to mind. Franks piece in combination with Donna Bogatin’s piece on Google’s declaration of intent to reinvent the TV ad market gives a flavour of what is to come. Roll on dino inc.

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