NDS and Axel Springer Digital TV Guide have announced their cooperation to promote personal TV — enabled by state-of-the-art digital video recorders (DVR) and electronic program guides (EPG) — to Germany’s broadcasting, pay-TV, and cable providers.

These companies will share how today’s advanced TV technologies create new business opportunities for operators, ad-supported TV channels, and advertisers. These powerful innovations include addressable and interactive advertising, supported by accurate measurement of viewer interaction with TV content, advertising and the DVR. The NDS DVR Report, an international survey of over 1,000 DVR owners, conducted on behalf of NDS in Summer 2008, revealed that consumers love their DVRs. Asked to rank the relative importance of a variety of household appliances, DVR owners ranked the DVR as the third most indispensable item after the washing machine and the microwave oven. DVR owners with partners said that having a DVR makes for a happier home life. And 89 percent of surveyed Americans, 81 percent of British, 80 percent of Australians and 78 percent of Italians all reported that the DVR has improved how much they enjoy watching television.

In light of the importance of the DVR’s role in the lives of consumers of all ages, NDS and Axel Springer have taken the initiative to promote the DVR to Germany’s broadcasting and cable industries. The growth of the entertainment and TV markets and the opportunities provided by new technologies for addressable advertising are leading both companies to share the DVR message with Germany’s TV entertainment providers.