Death of the 30-second (prime-time) commercial?

Now I am right, now I am not.

I was only a month ago wondering if I had spent three years predicting the end of prime-time (as we know it) to eat my words.

Then I thought that live TV will stay with a prime-time kind of feel (I still do).

Now I think could still be right either way. Anything that is recordable need not necessarily be watched live, and hence, the bulk of entertainment programmes will fall into this category.
For instance, now, viewers switch between channels when there is an ad on --while advertisers have to struggle to keep them viewing. With digital video recorders and time-shifted TV programmes, people will concentrate more on the content, with flexibility of viewing more than ever before.
Read this story on the death of the 30-second commercial for more on what things are headed for.