In 2005 TiVo released the first series of advertising features to a random and limited number of subscribers to the digital-video recorder service. The first test feature--a tag--pops up on the screen when a viewer is fast-forwarding through an advertisement.
If viewers press the thumbs-up or select button during the half second the tag is displayed, they will be redirected to a menu that leads to more information about the advertised product. The tag takes up about 25 percent of the screen, according to the company. TiVo said it is working with only one advertiser, a movie studio, on the trial balloon.
TiVo has been developing interactive advertising technology for some time, and while advertising accounts for just a fraction of TiVo's overall revenue, it will most likely become more substantial. The interactive features would give advertisers information on consumer interest and, possibly, better access to couch potatoes.
Does that mean that TiVo doesn't live up to its promise anymore? I mean, if TiVo promises consumers control over their TV program - also in the sense that they can switch advertisement - then this latest move clearly goes contrarily to this promise.
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