“A year or more ago, TiVo was a real pariah in advertising circles,” Mr. Rogers said, because of fears it would enable viewers to more efficiently avoid commercials by zipping through or zapping them as they watched shows on their DVR’s. Now, advertisers and agencies understand that spot-dodging “is a fact of modern television viewing behavior,” he added, “and how TiVo can be a force to make advertising more effective.” For example, a service called TiVo Product Watch gives viewers the option to download on demand commercials that are meant to be more creative and informative than conventional spots.
Read In a TiVo World, Television Turns Marketing Efforts to New Media from the New York Times. Previously from Whats New Media: Shows as commercials. Commercials as shows.