Ad revenues have always been the primary earning sector for the media, be it newspapers, radio, television or the internet. It is no different for dish network channels. The revenue earnings from ads go a long way in funding different innovations and technological progress that you get to see on the satellite TV channels. The money generated through the broadcasting of ads help dish TV providers to expand their network. It goes without saying that ad money is important to the direct satellite TV channels companies.

This sense of harmony and benefit looks all set to be shattered with the coming of direct video recorders (DVR). DVR pauses and records live satellite TV. Because of this feature, you can record any favorite show and watch it at a convenient time. The DVR is a very strong and potent reason why consumers from the cable TV sector are making the switch to dish network channels. DVR features are the stuff satellite TV posters are made of and they feature dominantly in the advertising and promotional campaigns. People are more informed about the wonders of the DVR as a result of this promotional drive. This has added to the subscription bank of the dish network providers. The problem is that it has also added to the worries of these companies.

The main cause for concern of the dish network providers is that consumers who buy DVRs will use them increasingly. There is an option on the DVRs to record a movie or a sports match without recording the commercials that dot these broadcasts. The commercials which are shown are the money spinners for the satellite TV channels. Ad revenue is calculated on the opportunity to see (OTS) of the ads. If these are skipped while the movie or the game is recorded, advertisers lose out on a lot of money. They will be hesitant to pay dearly for TV slots anymore. The price of air time will go down and so will the amount of money that channels make through these ads.

The dish network providers have to strike a fine balance. They cannot go slow on their campaign to promote the DVR. On the other hand, they have a stream of ad people to convince that they would not be affected adversely. Ad time is charged on the basis of time and the viewership of the show/game which the ad is looking to target. The more popular shows or games on TV being liable to be recorded, advertisers are not so sure anymore. They are at a stage where they are testing the waters before taking the plunge. Dish network providers, on the other hand, are hoping to make out a compromise which will allow them to have the best of both worlds.