This PVR / EPG market report highlights:

• The US TiVo business model
• Structure of the EPG market, and EPG-enabled product market in Japan
• Current PVR market and users trends in Japan

The aims of the survey is to analyze the future trends of TV viewing behavior, by conducting in-depth study on the current PVR and EPG market, which is one of the key factors impacting on our TV-based lifestyle.

Personal video recorders (PVR) are gaining widespread adoption in Japan, especially for HDD/DVD recorders. With various functionality incorporated into these devices, PVR enables users to view selected TV programs depending on their likes or dislikes. Having become central to the digital TV environment, Electronic Program Guides (EPG) not only allow PVR to be used more conveniently, but also provide digital TV viewers with more simplified user experience including simple recording and searching of TV program content.

PVR and EPG have been received favorably by users, and these emerging services are likely to change people’s TV viewing behavior. Different from earlier years, there is an increasing trend among TV viewers to record only their favorite programs and view these recorded contents later on. Editing procedures are also becoming simpler.

In addition to TVs and video recorders, an increasing number of PVR-enabled PCs have become available, whereas EPG services are now one of the mobile contents. These EPG-enabled mobile phones can be used as a remote control as well. The environment of these EPG services will be reshaped by the upcoming launch of digital terrestrial broadcasting. New business models are also emerging for "EPG advertisement".