TiVo, DirecTV Sign Advertising Deal

By Ed Oswald, BetaNews

April 5, 2005, 12:25 PM

In a possible sign that relations between satellite television provider DirecTV and DVR-maker TiVo may be improving, details of a new advertising agreement between the two companies were made public Tuesday. The deal extends the previous agreement, and allows for both companies to leverage TiVo's "advanced advertising capabilities" on DirecTV TiVo units.

Each company will keep the revenue they generate from sales of advertising on the service. In recent months, DirecTV has made moves to use its own DVR technology, and showed off a protype of an HD-ready DVR at CES 2005. TiVo has also endeavored to become less dependent on DirecTV of rusbscribers, recently penning a deal with cable-provider Comcast.