New TiVo service to encourage skipping TO the ads

TiVo plans to launch a new service in mid-2006 to let subscribers search out targeted advertising.

After introducing a generation of television viewers to the joys of skipping over ads, TiVo plans to launch a new service to let its subscribers seek out the advertisements they've cut loose from their TV viewing.

DVR (digital video recorder) maker TiVo is positioning the new service, scheduled for a mid-2006 launch, as a way for subscribers to find targeted ads in categories that interest them. The opt-in technology will let TiVo subscribers use keyword searches to look for information on specific products or services.

A group of top advertising agencies, including the Interpublic Group., Starcom MediaVest Group and Comcast cable's ad sales division, are working with TiVo to develop the ad service, which will be free for subscribers. Pricing for advertisers is still being determined.

Based in Alviso, California, TiVo reports 1.3 million subscribers for its DVR service but has never turned an annual profit in its eight-year history. By branching out into the targeted advertising business, TiVo is looking to tap a market companies like Google have so successfully exploited on the Internet.

TiVo subscribers who choose to use the search service will be able to create a customizable profile intended to tailor advertising to their interests. Throwing in lots of hedge words to soften the idea of advertising once again mingling with TV content, TiVo described the service as "non-intrusive, relevant, interactive advertising on an opt-in basis."

The move expands an interactive advertising initiative TiVo tested in August with five advertisers, including Ameriquest Capital, E-Trade Financial and Johnson & Johnson's Tylenol brand. That venture, which TiVo deemed successful, brought interactive direct advertising to TV by letting advertisers insert branded "tags" in commercial spots to encourage viewer responses.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Stacy Cowley

IDG News Service
Show Comments



Sansai 6-Outlet Power Board + 4-Port USB Charging Station

Learn more >



Back To Business Guide

Click for more ›

Brand Post

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?