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April 10, 2009

One of the reasons why ratings for TV shows that air at 10:00 p.m. are falling may be that viewers are watching shows that they recorded at 8:00 p.m. or 9:00 p.m. in that hour. According to the digital video recorder company TiVo, nearly 60 percent of its customers recorded shows airing in the earlier hours. In a statement, Todd Juenger, head of audience research for TiVo, said: "Much of the time-shifted viewing from the 8 p.m. and 9 p.m. airings stomps out the audience that would historically watch 10 p.m. programming in live mode. ... While some viewers [53 percent, according to the study] will record programs aired at 10 p.m. for viewing later in the week, many are abandoning that hour of television altogether."

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