Direct Marketing of course! It all starts with collecting data on usage and viewing preferences. Then targeting relevant programming and commercial messages to people who will be genuinely interested. Good for TiVo here… I doubt it will be the only player in the data market. Look for Replay to do this as well (my guess). I would also imagine that any foray by cable company or telco into the ITV/PVR marketplace will certainly include both the ability to track usage as well as the ability to target against it.
TiVo Plans to Sell Information on Customers’ Viewing Habits
TiVo, the maker of digital video recorders, is starting to sell information about the viewing patterns of its customers to advertisers. [New York Times: Technology]