TiVo debuts ads during fast-forward and pause

With the TiVo Pause Menu that launched today, even if a user is fast-forwarding through the traditional ad breaks on a time-shifted program, he will still be subject to "premium" ads designed to appear in the truncated space.

The new system, announced this morning, would enable ads to be served during fast-forward or pause states.

"With the number of DVR homes on the rise, TV advertisers are facing a very serious commercial avoidance issue that must be addressed now," said Vice President of Marketing and Product Management David Sanford. TiVo has been searching for the elusive synergy between sponsor and viewer, where it gives one as many opportunities to advertise as it gives the other opportunities to skip advertisements.

TiVo has been stealing headlines on a weekly basis as it approaches the end of what could be its first profitable year thanks to the lawsuit settlement from EchoStar. The DVR company's unique capabilities for targeted advertising play no small role in its recent progress either.

When broadband-connected TiVo users pause a live or time-shifted broadcast, the new "Pause Menu" comes up, which not only displays Adwords-style text ads, but also allows users to perform TiVo Swivel Searches for program info, related shows, and downloads.