I had to do
cmake -DADDONS_TO_BUILD=pvr.dvbviewer -DADDON_SRC_PREFIX=../.. -DCMAKE_BUILD_TYPE=Debug -DCMAKE_INSTALL_PREFIX=../../xbmc/addons -DPACKAGE_ZIP=1 ../../cmake/addons
instead of:
cmake -DADDONS_TO_BUILD=pvr.dvbviewer -DADDON_SRC_PREFIX=../.. -DCMAKE_BUILD_TYPE=Debug -DCMAKE_INSTALL_PREFIX=../../xbmc/addons -DPACKAGE_ZIP=1 ../../xbmc/cmake/addons
So I guess starting with a certain verison of KODI, the "cmake/addons" slipped outside of "xbmc" dir.