In this article, Click to Open Web Page Ad Age has the following nuggets:

"Time-shifting: The good news: Many of these extraordinarily connected young people are watching more TV than ever. The bad news: They're not watching it when the networks and advertisers planned."

They are talking about some young people at the University of Southern California's Entertainment Technology Center. Apparently these young people are telling them that Prime Time as we know it is on its way out. But don't fear! Other opinions are out there - To The Rescue!

"Varying options: The experts readily predict prime time will change, but the specifics of how it will change vary."

These people have also been living under a rock for the last decade or so. TiVo launched in 1998 and had at least a million subscribers since 2002 – and this about as long as the word “Time-Shifting” has been around. I suppose some Ad industry people appear to think we are still all watching Walter Cronkite at 5pm.

That explains why the Advertising world has not “grokked” the whole new media thing about micro-targeting advertising and watching on-demand TV (no, not on the computer, on TV. And its happening now. Really).