Before you discard the latest episode of ‘The Soup’ from your TiVo, perhaps you’d like to hear from a sponsor? Now when you go to delete a show, in addition to asking if you’re sure, you will be given the option to view an advertisement from a sponsor. This is the latest enhancement to the DVR service. Announced on Tuesday, TiVo hopes to make some profit from the prevalent commercial avoidance its service has allowed.
According to Reuters the new system, called Program Placement, has a few advertisers ready to go including Burger King, and the Weather Channel. Launching in two weeks the system allows only one advertiser to attach to a show. This will help to elevate pricing as bidding wars take place.
The intention is not to place traditional 30-second commercials. "The key," said Davina Kent, VP of advertising sales at TiVo, "is to target by genre, and not just a traditional 30-second ad but longer-form that is entertaining and informational." Thus a company like American Express could attach a 3 minute advert to ‘A Charlie Brown Christmas,’ reminding viewers to use their card when out shopping for the holidays.
Time will tell if this is a good idea. One thing is clear; TiVo is creatively trying to overcome the stigma of being anti-advertising by working so diligently to provide a place for product placement within their service.
