TiVo looks to tune in to advertisers

The company hopes advertisers will warm to its latest experiment, due out in the next few months. Known as Video-to-Video, the idea is to let viewers click a button on their remote control to immediately watch a 3-minute video describing products and services that might appeal to them. The marketing clips are promoted through small icons that appear on the TV screen as viewers fast-forward past regular ads.

Video-to-video is similar to a service TiVo has previously sold without much demand. But the company hopes the new promotions will better lure marquee advertisers. Many issues have yet to be worked out. But for advertisers, TiVo’s new feature could help usher in changes to TV advertising that ad executives say is sorely in need of an overhaul. [CNET News.com]

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