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Time Shifting

Time Shifting refers to the act of recording a TV or radio program on a personal device and watching it later, whenever the viewer wants to watch it, instead of during the time slot when it aired.  This is one of the many developments that has changed the face of advertising, because in addition to preventing advertisers from reaching an audience at a specific, predictable time slot, the same technology that makes time shifting possible has also made it possible to skip through commercials entirely.