Post updated at 12:01 I just got a call from a TiVo spokesperson who clarified how the program placement will work.You need advertising in order to support the programs you love, but TiVo's whole business model is based on the fact that you don't have to watch ads if you don't want to. So TiVo's got this idea to save TV: let viewers watch ads after they've finished watching specific programs on their TiVo.
It seems a bit silly to me, but faced with the fact that a growing number of households are getting PVRs and choosing not to watch commercials, advertisers are jumping on board. Burger King, GM, MasterCard, Court TV, and The Weather Channel are already signed up, with ads due for release in the next few days.
Here's how it will work. Advertisers can choose to pair their commercial or promotion with a specific program. When you finish watching you'll be presented with the choice to save or delete the program, or to go to the advertiser's showcase. You may be able to set up a season pass for a new show, watch a preview for a movie or a program, or get coupons. Or of course, you'll be able to watch a 30 to 120 second ad if the advertiser's aren't particularly creative.
The Weather Channel, for example, will have an ad going for about a month, and it will promote the new show Abrams & Bettes by showing the two meteorologists working during hurricane season.
According to Davina Kent, TiVo's VP of national advertising sales, about half of the time people are watching TV on a Tivo, they're watching pre-recorded programs. And about 70 percent of the time they're fast-forwarding through the ads. Program Placement lets advertisers give reasons to watch. Hopefully they'll come up with interesting and interactive ads that viewers will want to select.
1. I think this is a win win for consumers and advertisers. Placing the ad at the conclusion of the program allows consumers to choose if they would like to view the advertising. Being a PVR user who watches the occasional advertisement that appeals to me, I would find this means to be a perfect way for advertisers to reach me, without disrupting my programing.
Posted at 1:04PM on Dec 7th 2006 by Rick