I think the loss of advertising impact due to time shifting may be overstated somewhat. My kids have films going back nearly 4 years on our box, most of which are recorded off ITV2 on a Sunday afternoon. They jump through the commercial breaks but they still see a flash of each one, and by now they can recite each brand or product in order, in every break. In fact they ae pretty well brainwashed. And when they grow up I doubt they will ever phone anywhere other than 118 118 for directory enquiries.
