Digital TV recording is destined to change the way we watch television.

Foxtel has recently released Foxtel iQ which is destined to change the way we watch television. Foxtel iQ is a new set-top box that replaces the current Foxtel Digital set-top box. It contains an internal hard-drive that allows viewers to record upto 60 hours of high quality Digital TV, pause LIVE shows, record multiple shows at once and much more...

So why are we telling you this? Well picture this...You're at home watching your favourite TV Show when the phone rings. You press pause on your remote and your show pauses (and recording starts in the background automatically). When you finish your call you simply press play and restart your program from where you left off (but this time watching from the recorded file while it continues to record). Apart from being very cool, this technology gives control and power to the viewer like never before.

So what will this mean? Well we believe this is the beginning of massive change in the way we watch TV and more importantly massive change in the way advertisers need to communicate and get their message to their customers. When people begin to harness the power of this technology, the follow scenario is very likely....

You want to watch your favourite program at 7.30pm. Instead of sitting down at 7.30pm you set your recorder to start recording at 7.30pm with a plan to sit down at 7.45pm. At 7.45pm you begin to watch your favourite show from the recorded file while it continues to record. When the ad break comes on, you simply fast-forward to skip the ads. You continue to do this throughout the show, catching up on the 'live' show each time until you finish your show at approx 8.30pm (the same time as the live show). Hence you watch your favourite show with no ads in 45 mins saving you 15 minutes. In the time-poor world we live in this is powerful stuff and the advertisers haven't got to you once - ouch!

Think about it, this is not just a different way of watching TV, but marks a dramatic change in the way advertisers need to approach getting their message to you - pushing their messages at you just won't cut it in the future.

You can find out more about Foxtel iQ here