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There is a delicious irony in the news that TiVo, the revolutionary new digital video recorder, will be advertised on television. The campaign will promote TiVo's ability to record up to 40 hours of programming, learn and automatically record viewers' favourites, and keep track of schedule changes.
But you can bet the advertising will steer clear of TiVo's real consumer benefit. A staggering 88 per cent of users in the US agree that its ability to screen out the ads is its greatest selling point.
Although the UK version may well be slightly different, the consequences of this for the advertising industry, brands that depend on advertising and advertiser-funded broadcasters are profound. Likewise, the opportunities for...