The advertising industry has played down fears a new generation of video recorder could spell the end for the television commercial break.
Personal video recorders (PVRs) use a computer hard disc instead of tapes or DVDs.
Viewers can record programmes and skip advertising breaks in the same way they can jump to another song on a music CD. In trials for PVRs in the US, 88 per cent of adverts went unwatched.
The TiVo system was the first PVR launched in this country in October 2000 and retails at about £300.
Geoff Russell, director of media affairs at the Institute of Practitioners in Advertising, said: "A lot of people like watching the advertising. There is already a channel for those who want to avoid advertising on TV and that's called the BBC."
Comments: Our rules
We want our comments to be a lively and valuable part of our community - a place where readers can debate and engage with the most important local issues. The ability to comment on our stories is a privilege, not a right, however, and that privilege may be withdrawn if it is abused or misused.
Please report any comments that break our rules.
Read the rules hereComments are closed on this article