Cable Ops Fast-Forward DVR Roll-Out, Have No Plans For Special Ads

Beyond the commercial-skipping capability that gives advertisers and agencies pause, DVRs offer the possibility of addressable and long-form ads that can be served directly to the user’s hard drives. That possibility is already a reality at TiVo, which has agreements with entertainment companies and automakers for its so-called Showcases. Yet two MSOs speeding deployment of DVRs in their markets are focusing more on it as a way to keep customers from defecting to satellite than pulling more ads from Madison Avenue. Time Warner Cable so far has no plans to serve ads in its DVR system, although the capability exists in the Scientific Atlanta Explorer 8000 DVR it uses. MediaDailyNews

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