TiVo upgraded their software today for about one million subscribers. The upgrade is an effort to introduce the viewer directly to the advertisers by releasing personal contact information if you're interested in the advertisement. The ability to request information is completely up to the user, so no contact info is provided if no user action is taken.The upgrade also will add special logos or tags to commercials. These tags are visible when fast-forwarding through commericals as well, but no detailed information is available on the usage of the tags. It's possible that these are just branding logos for the viewer to see.
Only TiVo Series 2 models are currently capable of the software upgrade. DirectTV-branded TiVo boxes will not see the upgrade at this time. In some respect, the idea of a "click-through introduction" provides value to the consumer. Let's see if there is any backlash from the TiVo community.
1. From everything I've seen, this isn't new. The 'Press Thumbs Up For More Info' stuff has been used sparingly for a while now, and some of those ads then had the ability to opt-in for more info, which sent your contact info to the advertiser.
So this sounds more like a marketing launch than a real technology update.
Posted at 7:10PM on Jul 18th 2005 by MegaZone