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TiVo to Insert New Ads into Recordings

By David Worthington, BetaNews

April 5, 2005, 6:26 PM

TiVo and Comcast are jointly developing an advertising system that inserts up-to-date commercials into previously recorded programming. The announcement follows news that TiVo has begun testing new advertising format that will appear as users fast forward through commercials on its digital video recorder service.

According to reports, the venture was announced by Comcast Chief Executive Brian Roberts at the cable industry's annual trade show on Monday. Roberts revealed that the system will replace commercials recorded in days or weeks past with newer, more relevant ads.

The ads will take customer viewing habits into account and eventually target customers on a per-household basis. This will be done, in part, to alleviate the growing apprehension among advertisers that they will be squeezed out of television broadcasts due to the ability of DVRs to bypass commercials.

Roberts made the case that DVR software will make advertisers "big winners." There is also a trend toward product placement in programming as an alternative to traditional commercials.

Last month, TiVo announced that it would provide Comcast with specialized versions of its DVR recorders beginning in mid-2006. The units will eventually become available to Comcast's estimated 21 million customers. Comcast is the first cable provider to partner with TiVo.

TiVo's partnership with Comcast comes on the heels of DirecTV's unveiling of its own DVR technology at CES 2005, an event that cast doubt on DirecTV's business relationship with TiVo.

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By tigger4046

posted Apr 7, 2005 - 5:07 AM

From what I'm gathering many are upset that TIVO decided to get away from frivolous lawsuits for all networks about bypassing it's commercial advertising. It probably would not have been a problem, but the idea went like WILD FIRE so it's almost like a VCR everyone had to have one. Advertisers went nuts and came up with crazy laws to protect the precious commodity. However, I do want to point out an alternative that seems to not care of this objective.. It's called REPLAYTV.COM, it's a rival to the TIVO family but has much to offer.

Score: 0

By shy_one

posted Apr 7, 2005 - 3:02 AM

One of the big deals about DVRs is so people can record shows movies or sports for thier own personal use later just buy a decent tv tuner for your computer.

It's just as easy to set up a recording time and you can edit comercials out altogether burn to VCD or DVD if hard drive space is an issue or you dont have a tv out on your video card dont want to run wires or buy wireless audio/video senders and recievers.

Heck with a decent setup like a media center pc you can even just hook it up to your tv and do the whole pause rewind and fast forward live tv during shows your not recording at the time.(never tried that while recording so i don't know how that would affect it)

Score: 0

By snoopy3216

edited Apr 6, 2005 - 3:39 PM

i see no point in tivo if there going to keep this up, i say go out and buy your own DVR, or get one from your cable or sat provider and control your own, or possibly even wait for some hackers to find a way to disable this "minimmercial"

Score: 0

By iDMan

edited Apr 6, 2005 - 2:56 PM

All,

This is not anything but a commercial that comes up while you forward. If something like this does not happen, you will end up seeing their end all together. Then, you made the magical decision of nothing instead of allowing something to change a little. The long term means not having to bounce back and forth as you go through commercials. Commercial makes will catch on and make a mini-mercial that automagically forwards you from block of commercials back to you show with the compromise of a 5 to 10 second mini-mercial. I bet it takes about that to get to the exact beginning after a commercial block anyway. Big picture thinking always helps. If you watch local television and you don't think you will be seeing a commercial whether it is Tivo or any other provider, think again. People who buy Tivo units or competive units are one of the big targets of who commercials are trying to reach.

Mini-mercials are a suggestion. Stop complaining and offer your suggestions.

Score: 0

By Jazzkat

posted Apr 6, 2005 - 1:17 PM

What's the use of having it then.
Eat my shorts Tivo . Your box is now in the trash.

Score: 0

By TwoTailedFox

posted Apr 6, 2005 - 2:07 AM

Why is it you Americans put up with this?

Score: 0

By iDMan

posted Apr 6, 2005 - 12:41 PM

Americans put up with it? It is the American's greatness and ability to invent that separates us from anyone that uses the term "you Americans." Freedom is someone creating a product and their ability to evolve the product as Tivo has done and will continue to do. I believe a mini-mercial of five or ten seconds would allow companies to still make a dime and our Television shows continue to be great. I would even predict Tivo will eventually enable the mini-mercial to automatically take place and automatically skip over the 5 minutes of commercials automagically.

Let me get one thing straight, we do not look for people that say "you Americans" for guidance. I would guess we would look for people with such obvious arrogance as a guide for what not to do…

Score: 0

By Mark Gillespie

posted Apr 6, 2005 - 1:36 PM

I do see the posters point however. At the moment, your TV sucks bigtime, advert break, opening credits, advert break, 10 minutes, advert break, 10 minutes advert break, closing credits, advert break etc etc etc...

I could not believe that Americans actually put up with that much advertising. It seems the do put up with it, and are happy to put up with more, hence TIVO's new ploy.

Vote with your feet, throw it in the trash.

(oh, and there are very few innovations the Americans actually innovate, they just productionise other countrie's innovations...)

Score: 0

By bourgeoisdude

posted Apr 6, 2005 - 2:33 PM

Seriously, people, how can an article on TiVo lead to--these arguments?

Score: 0

By geekboy2000

posted Apr 6, 2005 - 8:34 AM

Good question. As individuals, we Americans seem to be great at taking a stand, but organizing into a unified group is something that never seems to happen. We (myself included) tolerate ads in cable TV that's already paid for. We stare at TV programs that now have the networks logo burned into the corner of the screen. We remain loyal even with banner ads at the bottom of TV programs. When we try to escape, and pay for yet another service (TiVo), we *still* tolerate this nonsense. At this point, I'm a relatively new TiVo subscriber (2 months). Though I considered a lifetime (of the machine) subscription, fortunately, I didn't make the move yet. As long as my 30 sec "skip" remote hack continues to work, I'll keep paying. If that's disabled and I'm forced to watch ads, I'll probably dump it. TV's good. With TiVo, it's much better. But, . . it's not *that* good.

Score: 0

By zridling

posted Apr 5, 2005 - 11:48 PM

In an effort to survive, Tivo caved in and made a deal with the devil — in this case Comcast. Otherwise, they were going to keep getting sued into oblivion. Thank the government for FORCING you to watch commercials whether you want to or not.

Score: 0

By ogman

posted Apr 5, 2005 - 8:18 PM

I'm glad they are doing it now, before I sign up for the service. I'll be buying my own DVR now and skipping the useless Tivo service.

Score: 0

By gawd21

posted Apr 5, 2005 - 6:50 PM

A real good Idea. I am going to run right out and buy a new one so that I get more ads from rip off companies.

Score: 0

By Scary Guy

posted Apr 5, 2005 - 7:21 PM

Yeah I thought the point of getting one of those was to skip past the commercials completley.

Score: 0

By lickmygiggle

posted Apr 5, 2005 - 7:40 PM

I came to the conclusion LONG ago that Comcast sucks and I hate them...Too bad they're the only cable internet and digital cable service in Massachusetts, because I would switch over in a heartbeat to any other company.

Score: 0

By daq

posted Apr 5, 2005 - 8:44 PM

Satelite is your friend, DSL if you're talking about internet. More channels, cheaper, better quality, available even in Syberia.

Score: 0

By mjm01010101

posted Apr 5, 2005 - 9:13 PM

They both suck, IMO. Jittery digitized images, slow channel switching, bad quality and customer service. This pretty much nailed the nail on the coffin as far as I'm concerned with ever watching TV again.

Score: 0

By jkeagle13

posted Apr 6, 2005 - 12:57 AM

First let me say I agree completely. Totally ridiculuous to add advertisements, unless they will offer their product for free, and pay for it with advertising dollars. I bet this will be a shot in the foot to them, people will flock away in droves.

While we are on the subject, we have satellite TV. We pay a ton of money each month, so that we can get TV with advertisements. I think if you are going to pay money for TV it should be commercial free. Granted their are other DVR options, I still am against paying money for TV with commercials. I think they should offer the channels for free with advertisements, and then charge money for the advertisement-free channels. Or at least keep commercials to a minimum on paid television. Just my rantings.

Score: 0

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