Most TiVo customers use the devices to skip over commercials within recorded shows. However, the DVR maker on Monday announced that beginning in the spring of 2006, it would use the set-top box to deliver on-demand advertising to interested subscribers.

TiVo says this is the first time television would be used as a medium to deliver such targeted ads to potential customers. These commercials would be found based on keyword searches, similar to the way Internet advertising currently works.

A user would be able to search for information on products or services based on particular needs. The ads would be set up into various categories, including automotive, travel, telecommunications and consumer-packaged goods. TiVo says the ads would be non-intrusive and interactive, and only offered on an opt-in basis.

To use the search function, the subscriber would complete a profile with their needs and interests. From there, commercials would be delivered to the customer's set-top box.

To jumpstart the effort, TiVo announced it was working with several media and advertising companies, including Interpublic Media, OMD, Starcom Mediavest Group and The Richards Group, as well as Comcast Spotlight. TiVo's partners see the new program as a way to maximize their clients advertising dollars.

"The new TiVo application will provide both a needed platform for consumers to seek out relevant, searchable commercial content and an environment for advertisers to engage highly desirable and motivated consumers," Starcom vice president Tracey Scheppach said.

"It's the first of its kind in the industry, and a platform that is clearly needed in this challenging advertising marketplace," Scheppach added.

The new advertising model follows another interactive ad spot introduced by TiVo in August of this year. Within a participating advertiser's spots, a "call to action" will appear where a subscriber can find out more information on a product.

With searchable ads, "TiVo is once again introducing to the TV landscape a new and innovative advertising solution that is intended to deliver an even better viewing experience for subscribers," company president and CEO Tom Rogers said.