30% isnt especially high, heck even TSCC got 36%. Some shows often get higher, I remember reading about 90210 getting like 45% DVR increases.But the very high DVR numbers suggest that the show is in the wrong timeslot.
If it was in a better timeslot for the audience, the live-viewing numbers would increase and the DVR numbers would decrease, because more viewers would be watching it live. Moving some of those DVR viewers over into the live-viewer column would be an improvement from the advertisers' and network's perspective, right?