MUMBAI: "Television remains a strong, growth oriented business and despite fragmentation, rising internet interest and many gloomy forecasts, television viewership around the world is on the rise," said Nielsen Media Research, International chairman Robert L McCann.

McCann was speaking at the third day of Ficci Frames 2006 in Mumbai. "PVRs and DVRs seem threatening but the focus should be on these infernal time shifting machines," he added.

Throwing in some figures from the US, McCann said that more than $ 130 billion was spent in the US on television advertising. "The emerging truth is that the consumer is the boss. With the coming in of PVRs and DVRs, time shifting viewing, instant replay of live television, commercial zapping are all becoming a reality," McCann said.

"Another reality is that emerging technologies may alter traditional advertising supported television business model. However, despite all these changes, content remains the king. Those who will embrace these changes will win and those who will ignore them may suffer," McCann concluded.