The present research combines in-depth interviews and in-home observations to explore usage patterns and perceptions of television viewers in digital video recorder (DVR) households. Innovativeness, Use Diffusion, and Continuity-Discontinuity are employed to characterize DVR use and conceptualize DVR viewing in the home. Findings indicate that the DVR is an important, interactive technology that can help transform the way television is used by some consumers in their movement to proactive media decision makers.