TiVo extends ad features

By Dawn Kawamoto
Staff Writer, CNET News
Last modified: July 18, 2005 2:48 PM PDT

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Related Stories: TiVo looks to tune in to advertisers
March 23, 2004; TiVo skips past naysayers
March 9, 2004; TiVo service tracks viewer data
June 2, 2003

A correction was made to this story. Read below for details.

TiVo has launched new technology designed to let commercials pack in more information, regardless of whether viewers are trying to fast-forward past them.

The digital video recorder company, which lets people record, fast-forward, pause and replay live TV shows, will let advertisers insert customized tags into their spots. The tags will let viewers receive more information about a product and let advertisers receive direct leads via the commercials. For example, General Motors will use the tags to advertise new cars and the WB Television Network will use them to highlight new shows.

"With our partners' feedback, we have worked continuously to develop a leading ad platform that is relevant and exciting for TiVo subscribers and, at the same time, makes it valuable for advertisers," David Courtney, TiVo chief financial officer, said in a statement on Monday.

TiVo subscribers, however, have previously voiced concern about the general direction the company has taken with advertisers.

But TiVo in the past has said it has no plans to strip out a hidden feature that lets users launch a 30-second skip feature and thus jet past advertisements.

Correction: This story misstated the status of TiVo's 30-second skip feature, which allows viewers to zip past advertisements. The feature is still accessible to users.

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Add a Comment (Log in or register) 12 comments

Important question....

by Earl Benser July 18, 2005 9:44 AM PDT

.... Do you really want a TiVo now ???????

Reply to this comment

Yes, I do
by tubedogg July 18, 2005 10:58 AM PDT: Why wouldn't I? 30 second skip still works, and even if it didn't, fast-forwarding still works, and all of the other features that make a TiVo a TiVo (and so much better than ReplayTV and MythTV etc.) are still present. So a box pops up on-screen during ads that are being fast-forwarded through -- whoop-de-frickin-do.

Important question....

by Earl Benser July 18, 2005 9:44 AM PDT

.... Do you really want a TiVo now ???????

Reply to this comment

Yes, I do
by tubedogg May 1, 2008 5:58 PM PDT: Why wouldn't I? 30 second skip still works, and even if it didn't, fast-forwarding still works, and all of the other features that make a TiVo a TiVo (and so much better than ReplayTV and MythTV etc.) are still present. So a box pops up on-screen during ads that are being fast-forwarded through -- whoop-de-frickin-do.

removed?

by SteveDave2 July 18, 2005 10:05 AM PDT

30-second skip works fine on mine and I have the latest firmware

Reply to this comment

Nope
by tubedogg July 18, 2005 10:55 AM PDT: It has not been removed and as far as I know, it was never a "public" feature -- you always had to unlock it using a sequence of button presses. (Select-Play-Select-30-Select while watching a previously recorded program.)

removed?

by SteveDave2 July 18, 2005 10:05 AM PDT

30-second skip works fine on mine and I have the latest firmware

Reply to this comment

Nope
by tubedogg July 18, 2005 10:55 AM PDT: It has not been removed and as far as I know, it was never a "public" feature -- you always had to unlock it using a sequence of button presses. (Select-Play-Select-30-Select while watching a previously recorded program.)

30 second skip feature NOT REMOVED
by tbeckner July 18, 2005 12:40 PM PDT: Bad information in this article. The 30 second skip feature has not been removed! But if TiVo ever removed it, the TiVo can be hacked to bring it back or people could downgrade versions to get it back.

Who writes these articles?; Reply to this comment

30 second skip feature NOT REMOVED
by tbeckner July 18, 2005 12:40 PM PDT: Bad information in this article. The 30 second skip feature has not been removed! But if TiVo ever removed it, the TiVo can be hacked to bring it back or people could downgrade versions to get it back.

Who writes these articles?; Reply to this comment

And...
by 201293546946733175101343322673 July 18, 2005 4:57 PM PDT: I thought people who use TiVo are SKIPPING ads, not WATCHING them :); Reply to this comment

And...
by 201293546946733175101343322673 July 18, 2005 4:57 PM PDT: I thought people who use TiVo are SKIPPING ads, not WATCHING them :); Reply to this comment

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