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Technology Stocks : Tivo (TIVO) Interactive TV

TIVO 6.090

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Jun 1 5:00 PM EST

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From: TimF	5/25/2006 2:15:14 PM
	of 2093

Advertisers Hit Fast Forward On Move Away From Typical TV Ads from the brought-to-you-by... dept The "upfronts" for the fall television season -- when broadcasters preview their schedules and marketers buy the bulk of their ad time -- begin next week, and it's already obvious that the dynamics of the TV ad market are changing. Not only are advertisers holding back money to spend on new-media ads, broadcasters are also diversifying what they have to sell through multiplatform offerings, like broadband video, podcasts, mobile content and more. Advertisers seem to be leading the way -- with their spending -- away from the traditional 30-second TV ad as the cornerstone of the TV market by trying new formats to adapt to people's changing viewing habits. Part of this change requires them to understand that advertising needs to be compelling content on its own, which is the thinking behind a new offering from TiVo that lets users call up advertising content from companies and products in which they're interested. These aren't ads per se: a couple of examples are cooking videos from a food company, or a Penn and Teller skit with a particular car shown in the background. The other part of the change requires new business models to deliver content in a format viewers want, while figuring out how to pay for it... techdirt.com

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