In this situation, technology is hailed as an improvement for the business of television; when it was TiVo and DVR that allowed the circumvention of advertisements, a similar technology was considered a detriment. In our conversation, the executive cited DVR technology as one of the main anxieties that has driven business to DG Entertainment's CMS product. Whereas they once faced networks resistant to give up too much control or access to their content, he said, the new technological paradigm has networks requesting his company's assistance in indexing and leveraging their content through clips.

XREF: Relates to adoption and framing literature where new technologies are branded differently depending on whether they threaten or serve incumbent business models.

Andrew deWaard, Derivative Media, loc. 390